Andrew Goodwin has a music video theory that includes the following statements, (which we must be careful to adhere to when we create our own media product:)
"There is a relationship between the lyrics and the visuals, illustrating, amplifying or contradicting the lyrics" - Whether the lyrics in the song match the tone and setting of the video, or contradict the setting or tone of the video, which identifies the viewer with the song more.
"There is a relationship between the music and the visuals, illustrating, amplifying or contradicting the music" - The same as the first point, however it is between the actual song and the video, so timing and cuts are vital in keeping the video interesting and eventful.
"Record companies will demand a lot of close ups of the main artist or vocalist" - Close ups of the artist identify the brand image and create a likeness in the viewers mind of who their idols are.
"There are likely to be inter textual references to other films, music videos or games that grant the viewer further pleasure and gratification" - For example "All The Small Things" has many inter textual references to "I Want it That Way", a popular video.
---- Jamie.
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