2. Genre Characteristics
Music is a broad spectrum of many different types of genres
and sub genres so Goodwin’s theory states that one hip-hop
music video will not be like the one of a metal music video. This
is due to typical genre conventions seen in specific genres.
For example, a rock music video may focus a lot on the band
and instruments of the band playing as this is typical for this
type of genre and fans particularly enjoy to watch the band
playing the instruments.
Another example being pop music, typically follow
characteristics such as the focus point being on the main
singer/artist. Also, the music video is usually bright and
colourful or follows a narrative.
3. Relationship between lyrics and visuals
Music videos often reflect the lyrics in the music to help portray the
message being said within a song or emphasise it. Putting a visual image
against music also allows an audience to connect more with the music.
An example being Maroon 5’s video “Payphone,” during the video he is
seen calling someone on a payphone whilst we watch a narrative.
4. Relationship between music and visuals
The tone and atmosphere of the music is often
reflected in the visuals of the music video to help
enhance the atmosphere the song is trying to
portray.
For example, in a slow sad song the music video may
be dark and gloomy to reflect the sad tone of the
music. An example being Adele’s “Someone like you”
video, the video is in black and white and portrayed
as sad and dark.
Whereas, a pop song which is happy will reflect in
the music video by bright colours and bright
lighting. An example being Justin Bieber’s “Sorry,”
the video reflects happiness, all dancers are wearing
bright and colourful clothing and everyone’s facial
expressions and chorography is very positive.
5. Close ups of the artist
Artists often use a lot of close ups in their music videos to help promote
themselves and allow the focus on them.
This also may develop into motifs of the artist which become a trend and reoccur
across their work, for example, Marilyn Manson wears a light blue contact in his
left eye which has become a symbol of him which his fans know him by.
6. Notion of looking
Music videos play on how people are seen, for example pop
songs are usually focused on a single artist who wear eye
catching costumes and make up to enhance the focus on
them.
Notion of looking could refer to many things such as:
screens within screens, mirrors, stages, etc.
Voyeuristic treatment of the female body is often used as a
“selling point” as it is considered appealing and especially is
played on for sex appeal to attract a particular audience.
Although often the female body is used voyeuristically it
doesn’t have to be of a female.
7. Intertextual references
In music videos it is common to have
interetexual references to other music
videos, TV programmes and films.
An example would be Destiny’s Child’s video
Independent Women which references
Charlie's Angels.
This brings a wider audience and allows
people to connect to the music through
other sources of media.
