Since the rise of music videos in the 1980's, many key features can now be identified. Music videos are widely regarded as a vehicle to promote an artist whereby they can establish their own iconography. There are a demand for close ups by the record company to establish the artist and in some cases, particularly in the rock genre, close ups of the artist are required to show dexterity when playing instruments.
As identified by Andrew Goodwin, in his book "Dancing in the Distraction Factory", there are many relationships between lyrics, music and visuals. Visuals can illustrate, amplify or contradict lyrics and music, and particular music genres have their own music video style and iconography. I will need to research deeply into my chosen music genre and the way that their music videos are presented to create my music video.
Lyrics tend to help establish a general feeling, mood or sense of subject matter. Key lines may play a part in the visuals associated with the song, but a music video will rarely convey the lyrics wholesale.
Music pace and tempo tends to drive the editing in a music video, and particular sounds may be emphasized, for example a particular instrument.
How the camera is used and how images are sequenced has a significant impact on the video. Camera movement may accompany movement of a performer but may also be used to create a more dynamic feel for live performance.
Fast cut montages are commonly associated with music videos. Many images are impossible to grasp on the first viewing ensuring multiple viewings. Some videos use slow pace and gentle shot transitions to create mood, and editing can be enhanced by digital effects.
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