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1. Andrew Goodwin
Music Video
Theory

2. • Music videos that demonstrate genre characteristics. (stage performance in
metal videos, dance routines and aspiration in Hip hop)
• The relationship between lyrics and visuals. (illustrative, amplifying and
contradicting)
• There is often intertextual references to films, TV programmes and music videos.
• Frequent reference to notion of looking. (screens with screens, mirrors and
stages).
• The demands of the record label will include the need for man close ups of the
artist and the artist may develop motifs which recur across their work.
• There is a relationship between the music and visuals the tone and atmosphere
reflect he visual of the music.
6 Features of Music videos

3. 1. Music Videos Demonstrate Genre Characteristics
The music video “Main Chick” by Kid Ink demonstrates
features found in hip hop videos. Women in revealing
clothes next to the artist in order to make them seem
appealing, also making the male seem superior to the
female. Parties in hip hop videos is also a
characteristic with alcohol. The artist wearing
excessive amounts of jewellery to show off their
wealth. Also having a crowd of people dancing to
the song.

4. 2. The Relationship Between The Lyrics And Visuals
There are three categories that music videos can be
put into when analysing the relationship between the
lyrics and visuals. These are illustrative, amplified and
contradictive. Amplified is when the director is trying
to amplify the lyrics to the visual an example of this is
Dizzle Rascal ‘Bonkers’, the consumes he wears
throughout the video reflect the lyrics. Illustrative is
when the lyrics and visuals are demonstrated in a
simple format. An example of this is Rizzle Kicks ‘When I
Was Younger’ they use cartoon sketches and use kids
to portray them as young. Contradictive is when the
visuals are random. An example of this is Lady Gaga
‘Bad Romance’ the costumes she uses throughout the
video are random and do not always make sense
with the lyrics.

5. 3. There Is Often Intertextual References
In multiple music videos there is often reference
to other music videos and films. An example of
this is Ariana Grande ‘Almost Is Never Enough’
which references The Mortal Instruments: City of
Bones. Throughout the music video clips from the
film are being shown. The song is also a part of
the soundtrack for the film so the film references
to the song. Another example is Beyoncé ‘Listen’
which references the film Dreamgirls throughout
the music video showing parts of the film
Beyoncé is in.

6. 4. Frequent Reference To Notion Looking
This is the sexualisation of women through the
visuals and lyrics making references to objectify
women, this notion is used to attract mostly male
viewers. Men are also portrayed sexually in order to
attract female viewers. Through the use of props,
clothing and lighting this notion can be amplified.
This notion markets artist through sex appeal. An
example of the is Nicki Minaj ‘Anaconda’, she is
dressed in minimal clothing and females are
shaking their bums throughout the music video. The
lyrics are also sexual “he love this fat ass” and “he
love my sex appeal” are two examples. The
combination of the lyrics and visuals show notion
looking.

7. 5. Demand From The Record Label
The demand from the record label is the
need for close ups and the artist obtaining
a style throughout their videos, campaigns
and performances. An example of this is
Jay-z who is signed to Def jam records
which portrays an image of wealth and
power. A motif that has developed is a
triangle hand shape. The symbol of the
triangle is shown in his campaigns and his
fans replicate it at his concerns. The idea
of a trademark allows the audience to
identify with the artist.

8. 6. Relationship Between Music and Visuals
The tone and atmosphere of the visuals
reflect that of the music. For example
many genre characteristics are shown in
terms of music and visuals. For example in
Adele’s “Rolling in the deep” there are
many glasses of water on the floor and as
the drum bass plays the glasses shake.
Another example is when the plates are
being thrown and the same tempo as the
beat.