From a theoretical point of view, Andrew Goodwin's theory can help me to produce a video that adheres to the key ideas that are perceived by music videos. In following this framework, I will not only be more educated on the purpose of different aspects of music videos but also consider more creative ideas.
Andrew Goodwin : 7 key ideas to identify
1) Music videos demonstrate genre characteristics (E.g. Stage performances in metal videos, dance routines for boy/girl groups)
2) There is a relationship between the lyrics and the visuals (Either illustrative, amplifying or contradicting)
3) There is a relationship between the music and the visuals (Either illustrative, amplifying or contradicting)
4) 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)
5) There are frequent references to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic (sexual) treatment of the female body
6) There is often intertextual references (to films, TV programmes, other music videos, etc)
7) Whether the video is primarily performance-based or concept-based and how an element of each is used in it
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