Music Videos

Andrew Goodwin in dancing in the distraction factory identified the following features of music videos:

• Music videos demonstrate genre characteristics (e.g. stage performance in mental video, dance routine for boy/girl band).
• There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).

• The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style).

• There is frequently reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

• There is often intertextual reference (to films, TV programmes, other music videos, etc).

Its important to consider whether the video is primarily performance based, narrative based or concept based and how elements of each are used.

Narrative and Performance:
When we listen to a song we never really get the whole meaning of it and the rest we make up our own ideas of what its about.
Goodwin says; that music videos should ignore common narrative as it is important in their role of advertising.
Music videos should have coherent repeatability. The narrative and performance work hand in hand to make it easier for the audience to watch again and again without losing interest.
to increase the authenticity the artist needs to act as both narrator and participant, however the lip synch and other actions remain the heart of the music videos, as the audience needs to believe that this is real.


What is the purpose of a music promo video?

1. Acts as promotion.
2. It's an extension of income.
3. An extension of outlets for example music channel, direct DVD and CD  sales, website, download.
4. It's a form of Synergy (films, TV programs).
5. Producers' strategies (major label, independent, artist self-produced).
6. A form of advertisement.
7. It draws the attention to the music/song.
8. It can illustrate the song.
9. Appeals to a visual audience.
10. Expresses an individual's emotions.
11. It tells a story.
12. Markets an image.
13. It promotes the artist/single/album.
14. It can persuade the audience to buy - CD/download
15. A way to raise the audience awareness or profile of the artist/group.
16. Product placement.