The most famous theory has to be Goodwin's theory he believes there a certain features within a music video that remains constant throughout, such as:-
+ There is a relationship between the music and the visuals.
The visuals amplify, illiminate and contradict the music and that editing matches the pace and tempo of the music.
+ Particular music genre may have their own video style (e.g live performance tends to match with the Rock genre video)
+ Demand on the part of the record company for lots of close-ups of the artist.
this enables that the artist can create a form of iconography ie. lady GaGa uses here obscene image to her advantage
+ Reference to Voyeurism ( the please of looking at something that you are not involved in) which can involve the treatment of women, terms of systems of looking 9screens within screens and multiple different images)
+ Intertextual references- other music or films/tv
Intertextuality
When a text references another text.
E.g Blink 182 replicated britney spears in one of their videos for All The Small
Things
The use of a band using the image of a popular singer in their video, immediately draw media attention from viewers. They will notice the link and will remember the video for the image, and the song for the video. In some cases the video for a song is more famous than the song itself.
Iconography
Indie- live performances, to give the feeling of authentic music and a genuine passion for the music
e.g- Kings of Leon fall under the genre of indie and in their video 'Sex on Fire' they continue to creat a video that fits the stereotypical genre. A scene in their video centres around them performing.
The dark colour scheme helps with the dark nature of the band to help create an images for them. This creates a link with the rock genre to this band and starts an image the fans can recognise.
Pop- Choreography with bright colours and usually has a storyline structured in the video to entertain the audience.
E.g- Britney Spears' video for 'oops i did it again' involves all the colours, storyline and choreography. A clever marketing idea came through when she wore a bright red latex catsuit which provided iconography for Britney, her record label and her fans.
This conveys a link made between the rec catsuit and the artist, which is clever marketing as if anyone were to ever see one again, they would automatically think of Britney Spears.
R'N'B- Scantily clad women, suggestive dance routines and excessive boasting of wealth (jewellery, cars, houses etc.)
E.g- 50 cent's video for candy shop includes all of the above sterotypical ingredients of a R'N'B video. As two images below show 50 cent sitting on an incredibly expensive car, in expensive clothing infront of a mansion.
then the second image shows the scantily clad women dancing around, which includes voyeurism as men viewers will feel that the women are dancing for their pleasure.
This is very typical for a rapper, as they like to flaunt their wealth and women in anyway possible. The image that comes along with this gains respect from male listeners who want that lifestyle and from women who want to marry a man from that wealth and power.
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