Andrew Goodwin's theories.

What is a music video?
• Scenes and pictures incorporated to music. the main use of a music video is to promote the band or the single that has been released, which in turn promotes the album. Can have a highly complex narrative that has personal meaning to either the viewer or the band members.
• There is quite often a significant use of intertextuality.
• “It always offers something to look at and something upon which we need to reflect.”~ Andrew Goodwin
• Theorist Michael Shore concludes that music videos consist of the following: “recycled styles…simulated experience…information overload…vanity and the moment…speed, power girls and wealth…album art come to turgid life…clichéd imagery”
• A music video contains performance clips (when the artist/ band are performing) and/or conceptual clips (where something else is shown through the duration)
• The three main factors that make a music video are: music, lyrics and image.
• Music --> the other two factors are often tied down to the beat of the music.
• Lyrics --> can create a poetic experience. The greater the leap between the content of the lyrics and the imagery, the more difficult for viewers to understand and interpret this context.
• The image must be understood to understand the music. The director creates ideas that are often repeated and emphasised through lighting, colour, clothing, footage etc etc.



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