Goodwin had presented 6 key points that are present in music videos:
1. A relationship between the images shown and the music heard.
The music of the song, will in some form, have a relationship to the images displayed in the video whether the images will be relevant or contridictory to the music. For example , you may expect to see dull dark and seemingly improvised stage surroundings when listening to heavy metal/rock music as this is a stereotypical view on the genre.
2. The visual content of the video will, in some form link to the lyrics of the song.
This has an effect of making the lyrics and the video relate to one another and therefore allows amplification of the lyrics and the videos content. The relationship between the visual and audio can also strengthen the narrative/message presented in the song.
Stereotypical views are a major impact on this topic, for example a rap artist will often produce a music video which represents the rap genre- so for this topic the main features would be wealth and objectified women, also popular brands and technology when the video was made and released. In abiding by these characteristics of their music genre, music video creators can establish their target audience and in term allow the same target audience to relate to the music video they are watching and identify the genre of the music, however due to the explicit content some videos have a pre warn message or set a age limit as to when you can view that particular music video.
4. An iconic image will often be present and focused on
The popular boy pop band "One direction" will produce music videos that focus on all five band members as they are all well know and well liked by the majority of their listeners whom are interested in the genre pop. Music videos focus well on respective iconic imagery as this defines their identity of the music video and assist on gaining as much attention and popularity in order to gain as many views as possible.
5. The demands of the record label will demand for close ups of the of the artist and the artist may develop motifs within their work. This is often achieved through 'visual style'.
6. Intertextual references are often present
Music videos often contain intertextual referenced sourced from other music videos or other media such as films. These references allow for the music video to be tapped into the culturally relevant trends/ideas circulating in the viewers mind. In including intertextual references in a music video, a kind of synergy occurs when the viewer thinks about the film that the music video has referred to. Ultimately this boosts the popularity of the music video through relating the audience and appealing the culturally/significant themes present in the respective target audience.
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