In music videos, close ups of the singer or main performer are predominate and emphasise half of the commodity on sale. Most videos are centred around the artists/band in order to be popular and watched. In music videos fast cuts are used as much as possible in order to make the audience watch the video multiple times. The slower the cuts, the more the effect the video makes on the audience.
In the last 30 years, CGI created its own style and made the videos more visually interesting. The videos evolved into concept video and made it so it wasn't just the performance by the artists and the music videos could be completely unrelated to the artists. The use of green screen and the advancement in digital technology made it easier and cheaper to create music videos. In 1990s they became more about the video. 35mm film was used. In the 1980s, music videos became standard.
Goodwin's Music Video Analysis:
- Music videos demonstrate genre characteristics, for example stage performances in rock video and dance routine in pop videos.
- There is a relationship between lyrics and visuals along with a relationship between the music and visuals.
- Demands of a record label will be present in the music video, e.g close ups of the artist in order to market them or develop a motif which recur across their work.
- There will be frequent reference to the notion of looking, such as screens within screens, telescopes etc and also a voyeuristic treatment of the female body.
- There may be intertextual reference to films, tv programmes and other music videos etc
Music videos are a promotional tool to market an artist/band. Throughout the years, music videos have evolved and become more popular ever since the 1920s. The first modern music video was made in 1965 for Bob Dylan's Subterranean Homesick Blues. In 1970 tv shows started to promote artists and made promos to replace live performances.
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