Andrew Goodwin – Media Theorist
His theory states that:
Music videos demonstrate genre characteristics (Visuals suit the genre of the music)
There is a relationship between the lyrics and the visuals (Visuals depict what the lyrics say)
There is a relationship between the music and the visuals (The visuals match the tone of the music)
The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur in their work (Close ups of the artist help them)
There is frequently reference to the motion of looking and particularly voyeuristic treatment of the female body.
There is often intertextual reference to films, TV shows, other music videos, Etc.
In 1992 he wrote a book called Dancing in the distraction factory
Styles of music videos
(Design, form, the way something is said or done):
In-Concert and as live Footage
Dance routine
Animation (Stop motion, Digital animation, Motion graphics)
Interpretive (Of music beat crescendo, pitch and lyrics)
Narrative
Surrealist
Impressionist (Trying to show emotion)
Pastiche (Praised Imitation)
Parody (Mockery Imitation)
Homage (Respectful imitation)
References (Film, TV, Adverts, Other music videos)
Conventions
(The way in which something is usually done)
Interpret the lyrics/music
Allude to something to someone (Refer)
Make links to other artists
Cut to the beat
Feature the band/Artist
Techniques
Technical elements in music videos
· cutting to the beat
· effects
· miming and lip-sync
· multi-image
· camera movements
· camera angles
· chroma key
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