In his book, Dancing in the Distraction Factory, Andrew Goodwin identified a number of key features which distinguish music video as a form.
- There is a relationship between the lyrics and the visual (with visuals either illustrating, amplifying or contracting the lyrics).
- There is a relationship between the music and the visuals (again with visuals either illustrating, amplifying or contracting the lyrics).
- Particular music genres may have their own music video style and iconography (E.g. live stage performance in heavy rock).
- There is a demand on the part of the record company for lots of close ups of the main artist/vocalist.
- The artist may develop their own star iconography, in and out of their videos, which, over time, become part of their star image.
- There is likely to be a reference to voyeurism, particularly in the treatment of women, but also in terms of systems of looking (screens within screens, binoculars, cameras etc).
- There are likely to be intertextual references, either to other music videos or to films and TV texts
In reference to our music video we have tried to comply with Andrew Goodwin's key feature's of a typical music video, this is because we wanted to establish brand identity. Our music video is designed for mainstream viewers therefore typical conventions are used. Audience will be able to relate to these concepts as they will have seen them on other music video's thus being familiar with the concepts we have conveyed in our video. However we have adapted and changed some of these concepts inorder to adhere to our music genre as well as adding our personal twist inorder to make our music video unique.
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