As with films, particular genres of music have their own music video style and iconography, certain things such as setting, clothing and lighting are recognised symbols we expect to see. It is clear that music videos are used promotional material therefore it is often a demand for their to be close ups of these artists to make it clear who they are and promote them. Some artists develop their own star iconography, there is also likely to be a suggestion of voyeurism created in the video.
Lyrics
- As obvious as it might sound it is important to create a relationship between the lyrics and the visuals, with the visuals either illustrating, amplifying or contradicting the lyrics.
- They help to establish a general feeling or mood or a sense of subject matter
- Key lines may play a part in the visuals but rarely will you get a literal response
Music
- the video will always make use of the tempo of the track to drive the editing
- also may emphasise particular sounds from the track by foregrounding certain instruments
Genre
- Some pieces of music are difficult to categorise and therefore the video needs to emphasise its distinctive features, being reflected in the mise-en-scene
- certain themes will be appropriate in certain genres which will also be reiterated in camera and editing styles
Camera Work
- How the camera is used, how it is sequenced will impact upon its meaning
- camera angles, movement and distance done well will give it the dynamic feel
Editing
- It is important that you film to edit-the most common editing styles being fast cut montage, which encourages repeated viewings
- slow-pace editing will have gentle transitions which help to establish the mood.
- digitial effects such as layering and transparency can often be used to good effect
- narrative is often fragmentary
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