Characteristics of a music video:
-A music video is a visual equivalent to the music
-Must encourage repeated consumption
-It should encourage identification or desirability for the artist
-It should provide an open, polysemic experience for the viewer
Often contains a number of different elements:
-Performance
-Narrative
-Thematic
-Symbolic
-They are visually stylish, 'artistic' mise-en-scene
-'Rhythmic' montage, fragmented style
-Intercutting
-Experimental use of camera/editing
-Fast paced
-Conspicuous lighting and cinematography
-Often break the rules of continuity in editing
Andrew Goodwin- Media theorist
Conventions of the music video:
-Cut to the beat
-There should be a relationship between the visuals and music
-There should be a relationship between the lyrics and visuals
-Close-ups of the artist/band, lip syncing and playing instruments
-References to the notion of looking (scopophilia)
-Some form of narrative and performance element
-Intertextual references
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