Key features in music videos

A music video is essentially a device to promote the band, its song, the album, the back catalogue and their future catalogue. In Adrew Goodwins book on the rise of MTV, he mentions key points that can relate toour music video for example "There is a realationship between the lyrics and the visuals (with visuals either illustrating, amplifying or contradicting the music), There is a relationship between the music and the visuals (again with visuals either illustraiting, amplifying or contradicting the music), Particular music genres may have thier own music video style and iconography (such as live stage performance in heavy rock), there is a demand on the part of the record company for lots of close-ups of the main artist/vocalist, The artist may develop their own star iconography, in and out of their videos, which, over time, becomes part of their star image, There is a likely to be a reference to voyeurism, particularly in the treatment of women, but also in terms of systems of systems of looking (screens within screens, binoculars, cameras, etc), There are likely to be intertexual reference, either to other music videos or to films and TV texts." taken from BFI education book by Pete Fraser, these points distinguish the music video as a form. Knowing all these points it also helped us to create out musiv video to fit with coventions that the audience expect and this helped us also if we wanted to break these conventions.