Andrew Goodwin writing in 'Dancing in the Distraction Factory (Roatledge 1992).
1.Demonstrate genre characteristics(stage performance in rock video, dance routine)
2.There must be a relationship between the lyrics and the visuals.
3. There must be a relationship between the music and thje visuals.
4.The demands of a record label will include the need for lots of close ups of the artist, in order to make the audience more identifiable with the their target audience. In addition, the artist may also develop motifs which would recur across their work (a visual style).
5.There are frequent references to the notions of looking (examples of these references in music videos can be presented through various techniques such as screens within screens, telescopes etc). This types of looking motions are commonly presented in a sexual matter, as many female bodies in music videos have been shown to be presented in a voyeuristic manner.In addition there have been some cases where females have been shown as love interests when they are the objects of male artists affections.
6. There would often be intertextual references to various other different kinds of media such as TV programmes,films and other music videos.
Below is a list of mainstream film-makers that began their careers by directing music videos
David Fincher- Madonna's music videos Vouge and Express yourself
Madonna's Vouge music video Madonna's Express yourself music video
Spike Jonze- Fatboy Slim and Praise you
Director: Spike Jonze
Michael Gondry- Bjork, Foo Fighters
Director : Michael Gondry
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