Cinematography
As with all moving images in media, the camera plays a big role. How the image is displayed and sequenced has a significant impact on the meaning and on how the audience feel when watching the video.
Camera Movement: The angle and shot distance all needs to be analysed. The camera needs to have movement and shots for actions in the music video such as walking and dancing with choreography. Music videos would have close ups and show emphasised shots of the artist.
Editing
The most common form of editing associated with music videos are fast cuts and montages. Rendering music videos this way is to make the audience miss what happens in the video due to its fast pace. This will cause the audience to watch the video again which will generate more views. Some videos have slow pace and greater transitions to establish the mood.
Chroma key: The green/blue screen ca be used to create music videos nowadays. It is now easier and quicker to make music videos with modern technology.
Andrew Goodwin's writing in "Dancing in the Distraction Factory" showed his Theory
Goodwin had 8 main principles in his theory.
- Links between Lyrics and visuals
- Links between music and visuals (Complimentary, Contradicting or Amplification).
- Genre Characteristics ( e.g Stage Performance, Dance Routine)
- Intertextual Reference
- Notions of looking (Objectification of women)
- Voyeurism (direct gaze, other people looking at artist, insight into artist life, screen and mirrors)
- Demands of the record label (Representations of the artist such as close ups)
- Performance based, Narrative based or Concept based music videos.
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