1. Notion of looking: Is there eye contact with the artist, what eye line matching is used, how is the scene being 'watched', is it just the camera man who can see the artist or is the audience acknowledged?
2. Genre characteristics: A music video allows the artist to either fit to their genre, such as a pop group performing a dance routine, or challenge the expectations of their genre, such as a heavy metal band having a very vibrant, upbeat video.
3. The Star Image: This relates to how the video presents and sells the artist, they may have a particular style created by themselves or their record label which is seen in all their work, it strengthens their identification and makes them more notable, for example Lady Gaga is known for her bizarre costumes and dramatic videos.
4. Relation of visuals to the song (music/lyrics): The relationship between music/lyrics and visuals can be illustrative (the video shows images that represent the meaning of the lyrics and genre, this is most commonly used), amplifying (meanings and effects are manipulated and repeatedly shown in the video so that they are forced into our vision) or the visuals can show disjuncture (this is where the visuals show absolutely no relation to the music/lyrics).
5. Technical aspects of the music video: This is the sound, editing, mise en scene and cinematography that make up the video. Points such as location, lighting, cuts in accordance with beats all decide on the atmosphere of the video and how entertaining it is.
6. Intertextual references: Is there any reference to films, television shows or other music videos? For example a song that is a soundtrack to a movie may show clips of the film in the video.
By using these different references it is easier to analyse music videos and understand them more.
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