Andrew Goodwin Theorises that music videos have these common features:
- A link between the lyrics and visuals (either metaphorically, symbolically or literally). They take direct subjects and ideas mentioned in the original song in order to connect the image with the words.
The lyrics have references to guns, fighting, riot, police and masks which are all linked to the theme of the video which shows a robbery.
- A link between music and the visuals (pace, rhythm and atmosphere). This connects the pace and beat of the song with the movement of the video and matches them up.
There is a lot of movement and dancing that matched the music (moves to the beat).
- Reflect the genre of music (for example if it were pop lots of bright colours). Particular colours can give off the idea of particular genres. Dull colours give off a more mellow acoustic and deep genre however brighter colours normally suggest genres like pop and hiphop.
- Use of intertextual reference (uses inspiration from other media, referencing other texts). This is often taken shots from movies or traditional web know ideas and stories. These can either be extremely subtle or very obvious.
An example of this is Taylor Swift's Love Story. It is clearly Romeo and Juliet inspired not only the video but also the lyrics (Shakespeare). We can tell this by the old fashioned costumes and the setting of the video. Here is a link to the video: https://www.youtube.com/watch?v=8xg3vE8Ie_E
- Reflective of the record label (financial status, power, connections, other signed artists, global location, target audience, do they have one?). Is the production level high or is it a basic idea. A lot of rap videos use this idea.
It shows her wearing chains, big jewellery, and a tracksuit which stereotypically seems rich to an audience. We can tell that she is signed by this video.
- Star image is a key focus (what sells the music video, key person in all shots, repeated close ups). Focusing on the artist themselves and accosting them with the music and video adding to their image.
This video mainly focuses on Jorja herself showing the audience the artist behind the music. It shows close ups which help us to connect however it also shows lots of other angles of the artist.
- He thinks that there are performance, narrative and concept based videos (will either follow one or a combination). Performance videos often show the artist singing or playing the song as if it were a performance. Narrative videos create a story that goes along with the song. Concept videos often have not a lot to do with a story and are just visually interesting.
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