1. A relationship between the lyrics and the visuals, in fact the music video can contradict, illustrate or amplify the lyrics
when a music video is used to amplify a songs lyric, the director reinforces the literal meaning of the lyrics. This allows the audience to understand the true meaning of the song without having to speculate. an example of this can be stitches by shawn mandes as he literally gets beat saying its very obvious that hell need some stitches after the bruises and cuts on his face "ill be needing stitches"
An illustrated music video is great way to simplify the visuals to the lyrics it allows the the audience to understand it simply by showing what the lyrics mean in the visuals. silento - watch me (whip/nae nae) official music video is clear example where the song fuses famous dance moves into an upbeat music video targeting people of all ages
when the lyrics contradicts the visuals
2. star image, multiple close-up shots of the main artist or vocalist
goodwin made a point where the importance of reinforcing the image or style of the artist as a promoting tactic to target a larger viewership. the audience look forward to seeing their favourite artist in a music as there curiosity is what makes fans look forward to music video. in order to promote the artist work, by having the artist feature in the music video as the protagonist as most music video do the viewers are able to enjoy there work allowing them to build there brands and grow their work. this is commonly done by having multiple shots (close ups/ medium close ups) of the band/artist playing or singing the song, alessia cara - here is a great example where where the majority of the video are close up shot of her lip syncing to the songs.
It is important for the music video to include key features that enables the audience to identify the genre of the song. by having a trademark helps the audience identify the artits style and help the music videos become more recognisable.
example money, flashy cars drugs/alcohol is often associated with the rap genre whereas stage performances are associated with metal videos.
4. Intertextuality
intertextuality reference to other media texts maybe present, this could be to other music videos, films and tv programs,music an example of this is taylor swifts ' love story song' where the lyrics talk about romeo and juliette. the visulas shows a the artist wearing a long white dress which suggest a more mordern version of the story/movie
music videos
5. voyeurism often plays a major part, especially in relation to females.
goodwin recognised that music videos included voyeuristic angles of women to entice the male audiences interest in the artist. it requires the females in the music video to wear revealing clothes and men to show off there muscles which is both found appealing by the female and male viewers. an example is focus by ariana grande wears short clothing and dances seductive as she stares straight into the camera.
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