Andrew Goodwin believes that every music video contains six common guidelines, these acknowledge that:
- music videos demonstrate genre characteristics.
- there is a relationship between the music and the visuals.
- the demands of relationship between lyrics and visuals.
- the demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which reoccur their work.
- there is a frequent reference to the notion of looking, screens within screens for example looking through telescopes.
- there is often intertextual reference to films, magazines and other media forms.
Michael Shore's theory of eighteen words can be used to analyse a music video:
- 1.Recycled styles
- 2.Surface without substance
- 3.Simulated experience
- 4.Information overload
- 5.Image and style scavengers
- 6.Ambivalence
- 7.Decadents
- 8.Immediate gratification
- 9.Vanity of the moment
- 10.Image assaults and outré folks
- 11.The death of content
- 12.Anesthetization of violence through chic
- 13.Adolescent male fantasies
- 14.Speed, power, girls and wealth
- 15.Album art come to turgid life
- 16.Classical storytelling’s motifs
- 17.Soft-core pornography
- 18.Clichéd imagery.
Sven E Carlson takes a different approach believing that all music videos fall into three main categories, standard, performance and narrative/art clips:
- Standard clips consist of the active artist but also contains clips outside of the artist, for example an alter-ego portrayed as a cartoon character or figure larger than life.
- Performance clips are when the vocalist or artist is filmed in separate locations and can either be a dance, song or instrumental performance. The performer is often materialised and then attempts to sell themselves to the audience with desirable goods that the audience would be impressed with.
- Sven also talks about narrative and art clips. Narrative clips are easy to follow as they tell a story whereas art clips are for more modern experimental sounds.
JT
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