Andrew Goodwin illustrates 6 key aspects of a music video, which he said was the difference between a professional made music video and an amateur one:
1. The music video has to demonstrate and match the characteristics for the genre e.g. choreographed dance routine for a Hip Hop video.
2. Connection between the lyrics and the visuals. The video can be used to emphasize the lyrics.
3. Creating a clear link between the music and the visuals e.g. the tone of the video reflects the tone of the music.
4. Record company demand a clear focus on the vocalists, this is done by using close up shots of vocalist and having them frequently seen in the video. The focus here is on start image.
5. The 'male gaze' is used to present things to appeal and attract the male audience, this usually means a sexual or objectification view on women. This also may mean the artist looking directly into the camera, helping to connect with them.
6. There is often an Intertextual reference to other media forms, commonly films but also TV programmes, other music videos and other media sources.
6. There is often an Intertextual reference to other media forms, commonly films but also TV programmes, other music videos and other media sources.
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