What is typical of a music video?
Music videos demonstrate genre characteristics for example stage performances in a rock video or a storyline for a ballad.
There is a relationship between music and visuals and lyrics and visuals.
There will be close ups of the artist as that is what they are basically trying to sell, and artists may develop motifs throughout their videos for example Lady Gaga who wears similar outfits and props in her video.
There is a voyeuristic treatment of the female body and references to the notion of looking for example screens with screens.
Very frequently there is intertextual references to films, tv programmes and other music videos. Examples of this are Madonna's 'Material Girl' directed by Mary Lambert (1985) which draws on 'Diamonds are Girls Best Friend' sang by Marilyn Monroe and 2 Pac and Dr Dre's 'California Love' directed by Hype Williams (1996) which draws on 'Mad Max' these both have cinematic references.
Techniques used:
Camerawork: How the camera is used and how images are sequenced will have a significant impact upon meaning. It may accompany movement of performers but also create a more dynamic feel for example circling the band as they perform on stage. Close ups of the artist or band create a sense of intimacy for the viewer and emphasises what is on the sale, the song the voice and the artist.
Editing: The most common form of editing is fastcut montage, making many of the images impossible to grasp on first viewing which will ensure multiple viewing. Other videos use slow pace and gentler transitions to establish mood. The latter is apparent for female solo artists such as Dido and Adele with broad audience appeal. Some original images are enhanced to offer different kinds of pleasure for the audience, for example split screens, colourisation and blockbuster film style CGI.
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