Music videos demonstrate genre characteristics (for example: you would normally see a stage performance in the genre of metal music video or even boy/girl band dance routine)
Through the theory of music videos that was demonstrated by music theorist Andrew Goodwin, the music videos that is getting released today are still using this theory that was set by him mainly because depending on the type of genre of music that the artist makes, they need to match the conventions that are being seen by the audience through the promo so it makes the video more interesting to watch. Although the another reasons can be the label (major) are trying to promote the artist's image or even to sell their music on different platforms through the use of synergy but an example of a music video that matches with the convention of Pop music is Justin Bieber's single of Sorry because it is usually normally upbeat and has a fast pace within the promo.
There is a relationship between the lyrics and visuals (illustrative, amplifying or contradicting)
When it comes to different music videos that is released to their respective audiences on the website of YouTube, the song (single) within the promo would often show the relationship between the lyrics and the visuals mainly because it can try to convey an meaning through either illustrative (it is set through sets of image to show the meaning of lyrics & genre where this is the most common thing that is used), amplifying (the meaning that is repeated as it will be embedded into our heads) or even contradicting (the meaning of the song gets ignored). A good example of a music video where it has an relationship between the lyrics and visuals is The Weeknd's Starboy but the main reason is that it has narrative of his old self killing the mainstream Weeknd and the awards that was collected during the Beauty Behind The Madness era in the house where it got him to be more popular and successful in the music industry. Although towards the end of the video, he is marking this as his new image of being a 'Starboy' meaning he is resurrected and being his better self by having an black panther in the sports car with him.
There is a relationship between music and visuals
The music video's visuals is used to reflect the mood and atmosphere with the lyrics of the song that the artist and record label are promoting mainly because it will link together well so the final product is more interesting to watch for the audience depending on the genre of the artist is making and their image through the major record label that they work with but it is different for an indie (independent) and self-produced artist. An example of a music video that is under this category is The Killers' Mr Bright-side where within the video, the lyrics are telling of the story of a love-triangle between two men and an woman which it was acted by Eric Roberts, Izabella Miko and the main vocalist of the band of Brandon Flower.
The demands of the record label will include the need for lots of close ups of the artist and it could develop motifs which it could recurs across their work-the Star in Text.
The major record label for example does demand the production crew who are filming the music video with the artist to have camera shots of medium close ups of the musician for whom they are trying to show who is the artist is and trying to promote his/her image to the audience as they are the main star-in-text within the promo but although, it could develop some motifs with the audience for the artist that is getting promoted in general. An example of a music video that has this being seen to show the artist is in Coldplay's Hymn of the Weekend where there is medium close-ups of Chris Martin who is the main vocalist of the band which the promo is showing that he is the main star to the audience.
There is frequently Voyeurism-reference to the notion of looking (screen within screens, telescopes etc) and particularly voyeuristic treatment of the female body.
For different music videos that is getting released today, the director within the production crew tries different ways to make the promo to stand out to other which the way of doing it is by to have a use of Voyeurism where the definition of this is where this is used for a gendered pleasure in a sexual way because today in music videos, you would normally see that either male or female artists get sexualized in a way that it can attract a certain type of sub-culture audience in terms of the music. A good example of a music video that has a good use of voyeurism is Rihanna's song of Work has a good use of voyeurism where she is using her body and the erotic dancing with the feature artist of Drake in a party within the video to sell her image from the major label that she works for to her intended target audience of teenagers.
There is often intertextual reference (films, television programmes, other music video etc.)
Music video directors would often try to use inter-textual references by linking films, television programmes or even older music videos that other artist have made in the past so it can the promo more interesting to watch rather it being boring and genetic for the audience who have different tastes in the sub-cultures of music but these intertextual reference music video started back in the 1950's through Marilyn Monroe's Diamonds Are Girl's Best Friend where the director took a part of a film that she starred in and made into a music video which it lead to more intertexual reference music videos. An good example where the music video has inter-textual references within the promo is Linkin Park's song of New Divide for the soundtrack album of Transformers 2: Revenge Of The Fallen where they have different scenes of the film being seen in the video and the reason why the director does this is because it will further promote the film for the audience to go and watch in the cinema.
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