Must encourage repeated consumption - entertains people
Must encourage identification or desire for the artist
Provides an open, polysemic experience for the viewer - Encourages analysis of multiple interpretations
Important Elements:
- Perfomance
- Narrative
- Thematic
- Symbolic
Visually Stylish - Artistic sense to the video
Music Videos are 'Rythmic' montages, with fragmented cuts
A lot of experimental uses of camera angles and shots
Music videos generally has a fast pace
Cinematography and lighting is often conspicuous
They often break to the laws of continuity editing
Conventions of the music video:
- Cut to the beat
- Relationship between the visuals and music
- Relationship between lyrics and visuals
- Close ups of the artist/band - lip syncing and playing instruments
- References to the notion of looking
- Some form of narrative and performance element
- Intertextual references
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