More theory...
Goodwin's Features:
- Music videos demonstrate genre characteristics
- There is a relationship between lyrics and visuals (lyrics are represented with images)
- There is a relationship between music and visuals (tone and atmosphere of the visuals reflects that of the music)
-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)
- There is frequently reference to notion of looking and voyeuristic treatment of the female body.
- Often intertextual reference.
The Process
- Record company/label/artist approach a video production company.
- The director listens to the music and comes up with their own idea, 'a treatment'. S/he pitches it to the company/artist.
- If they like it, they buy in. If not, they go elsewhere.
- Some directors specialise but will take on other genres.
- Some also go onto direct features films.
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