Andrew Goodwin was a director who studied music videos. When studying music videos he said there was a pattern/narrative that was present in every music video.He also said there were three types of videos, these are:
Narrative videos-
Tell a story and viewers have a direct interpretation of the lyrics
Has a clear start middle and end.
Examples of these videos include Rizzle Kicks lost generation
Performance videos-
Include footage of the artist/s performing for example Beyonce's End of time.
Concept music videos-
Have no match between the music,lyrics and video
The viewers have to work out the meaning.
HOWEVER SOMETIMES THESE CATEGORIES CROSS OVER
Andrew Goodwin also said there was a direct relationship with the lyrics and the visuals in the video, a relationship with the music and video eg. upbeat visuals correspond and particular genres have own video style and iconography (visual style).
ICONOGRAPHY- Any style that is representative of the subject/artist eg. Adele, Jay Z and Beyonce. The artist develops their own star iconography.
Furthermore Andrew Goodwin said there was a demand on the part of the record label for lots of close ups of the main artist eg. Biffy Clyro.
Voyeurism is one continuous shot and is not present in performance videos.
From the POV of the camera and monitors show what is being filmed. Eg. Take That
Inter textual references either to other videos or films/tv texts Eg. Take That and Adele
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