- Music videos demonstrate genre characteristics
Goodwin recognised that genres of music have certain traits in which were common throughout the majority of music videos. For example, Rock videos tend to have live footage from stage performances.
2. A relationship between the lyrics and visuals
He noticed a similarity/diverse contrast in music videos which engages the audience. For example in Jay Z's 99 problems the lyrics and visuals work together to give a better performance.
3. A relationship between the music and visuals
The visuals in the music video may be edited to match the pace of the song. Natasha Bedingfield 'these words' is a good example.
4. The demands of the record label will include the need for lots of close ups in music videos
Primarily with women it is important that they are featured a lot within the music videos, this is seen as selling your artist. It is mostly with women because they can be shown with sexual connotations - relating to how stereotypes label women as objects. Britney Spears 'Womanizer' can be used as example.
5. Artists can develop to be idols that is used within their work
It was noted that artists can have a repetitive action used within their music videos in order to individualise them and gain more views and therefore popularity. The JLS band members tend to lift their shirts up a lot revealing their bodies.
6. Frequent Direct Mode of Address
Direct mode of address is used to engage the audience and break the fourth wall between the artist and us, therefore connecting with us. Jennifer Lopez - 'I'm into you' is an excellent example.
7. Often intertextual reference
Finally Goodwin identified that sometimes within music videos the lyrics or visuals will be highlighting or referencing something else. Madonna's 'material girl' was inspired by Marilyn Monroe's 'Diamond's are a girl's best friend' from the film Gentlemen Prefer Blondes (1953)
These pointers have proved very helpful and I look forward to involving them in my work.
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