Andrew Goodwin who was a Director of Music and organist at oxford had differing theories towards the structure of pop videos.
He stresses that a conventional pop video illustrates the songs' lyrics with the singer usually posing as both the narrator and character.
Narrative is the sequence of the structure that the story is put into.
He also speaks of intertextuality and repetition in pop videos. Pop videos will contain alot of repetition of an image just as lines or the chorus of a sing will be repeated.
Intertextuality relates to how we can familiarise with a genre due top artist use of using similar beats or features from other songs or media.
His hypothesis also includes that a regular 3 minute pop video will have a conventional structure. For the sound to come to an end it may climax with increased tempo and dynamics to come to a climax before fading away. However he does acknowlegde that some videos maybe be autonomous may play on our voyeurisms to make viewers want to watch it repeatedly. He segregates music videos into 3 groups which describes their characteristics;
Illustration: Conventional orthodox pop video where the video plays out the lyrics of the song and artist may use dancing or movements to express feelings. (For example Chris Brown ft Lil Wayne - Transform ya).
Chris Brown ft Lil Wayne-I Can Transform Ya from WEDONTGIVEAWHAT on Vimeo.
Amplification: This is like illustration is where the video plays out the lyrics however adds extra layers to give the video more meaning. (Jason Derulo - What If)
Disjunture: This means when the video has little connection between the lyrics or when the video contradicts the lyrics. (Micheal Jackson - Leave Me Alone).
Pop videos can be easily classified with regular characteristics being female used at objects of desire, however in some cases female artists will dress provocatively to attract male attentioon for example Beyonce and Madonna and look straight into the camera to draw attention to themselves.
Videos also try to appeal to as wide an audience as possible in order to receive greater viewing and thus greater album sales like Dizzee Rascal - Bonkers, but will still keep their roots in order for their primary audience to recognise them.
He also inludes that if a video if for a film soundtrack it may very well include images from the movies to advertise it another form of intertexuality and synergy. For example My heart will go on by Celine Dion for the movie Titanic.
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