Andrew Goodwin, a director of music, created a theory in which to analyse music videos. He noted several aspects that he felt occured within many music videos.
- There is a relationship between the music and the visuals - with visuals either illuminating, amplifying, or contradicting the music. The editing might match the pace of tempo of the music.
- A particular genre of music may have their own music video style & iconography. eg, with indie music alot of the videos are performance based.
- There is a demand from the record company for lots of closeup's on the main artists.
- The artists may develop their own star iconography , in and out of their videos. Lady Gaga is an example of this.
- A reference to voyeurism, particularly in the treatment of women, also in terms of systems of looking (screens with screens, camera etc.)
- Intextual references, either to other music videos or to films& TV texts.
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