- Genre Characteristics
- Visuals/Lyrics
- Visuals/Music
- Need to sell artist
- Intertextuality
- Voyeurism
There is usually a relationship between the lyrics and the visuals, also there is a lot of close ups of the main artist or vocalist. The artist usually has their own image (star iconography.)
Conventions of Music Video/Promos: (Pete Fraser Teaching Music Video 2005)
- Lyrics: Tend to establish a general feeling or mood rather than offering a coherent meaning. Key lines may play a part in visuals associated with the song but very rarely will a video mirror all the lyrics of a song.
- Music: A music video tends to make use of the tempo of the track to drive the editing.
- Genre:While some video's transcend genre, others can be easily categorised. These features may be reflected in the types of mise en scene, themes, performace, cinematography and editing style.
- Cinematography: As with any moving image text, the way the camera is used as a significant impact on meaning. Camera movement, shot and distance all need to be analysed.
- Editing: Although the most common form of editing used is the fast-cut montage-rendering many of the imaged impossible to grasp in the first viewing- ensuring mulitple viewings- some video's do use slow pace and gentler shot/cuts to establish mood.
- Narrative And Performance: Narrative in songs, as in poetry, is rarely complete and fragmented. Music video's tend to suggest storylines and offer fragmented non-linear narratives- leaving the audience with a desire to see them again.
By Brodie Hope
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