Back to basics: Music Video

• To create a recognisable image that will appeal to the target audience.
• Marketing tool for the artists/band.
• Increase airplay of the song.
• Create more interest in the album.
• Sell singles, albums and the band/artists brand.

Media Theorist: Andrew Goodwin
Andrew Goodwin wrote about music videos and suggested that they follow basic, certain rules or codes and conventions.

1. The record company's demand for exposure of the artist will mean a lot of close up shots of the singer/band.
2. There will be a relationship between the music and visuals.
3. There will be a relationship between the lyrics and visuals.
4. There will be genre characteristics for example; rock music videos show live performances, hip hop videos present images of wealth and a gangsta lifestyle and boy bands have dance routines.
5. There will be references to the nation of looking for example; television screens, mirrors, people looking at each other or at the audience etc.
6. There will be some use of intertextual referencing.

Textual Analysis: Music Video

• Briefly summarise denotation- use of 'performance', 'warrative' and 'other visual elements'.
• Genre characteristics,
• Cinematography,
• Mise-en-scene,
• Editing,
• Looking,
• Intertextual referencing.