1) All music videos should generate certain genre characteristics. For example all heavy metal/ hard rock videos should have a shot of the artist doing a live performance, boy/ girl bands should have some sort of dance routine in it, rap/ some R'n'B should have lots of women and the artist should be wearing lots of jewellery etc.
This is an example of an R'n'B/rap artists (Rick Ross) showing the genre characteristics, as he is wearing lots of jewellery and is seen with a woman.
2) There should be a relationship between the lyrics of the song and the visuals in the video. This means that the lyrics that are being sung in the song must be related to what is happening in the video at that specific moment. This could often be illustrative but could often amplify or contradict the lyrics.
This is an example of a relationship between the lyrics and the visuals when the lyrics "pull down my pants" are said, the actions match it.
3) There should be a relationship between the music and the visuals in the video. This means that whatever is happening in the video should be in sync with the beat of the music that is playing at that current moment. This could often be illustrative but could often amplify or contradict the lyrics.
4) There should be demands from the record label that is making the video. This means that the video must include certain things that the record label creating it has requested. For example Britney Spears' record label demand lots of close ups of her, so in all of her videos, there are a large amount of close ups of her.
This is an example of a close up of Britney Spears, which is a demand of her specific record label.
5) Iconography or motifs from the artist must be included. This means that if an artist has developed his/ her own iconic style throughout their career and in older music videos, it must be included in all of their current and upcoming videos.
This is an exapmple of iconography as Bruno Mars is known for always wearing the same style hat in his music videos.
6) Frequent reference to the notion of looking and particularly voyeuristic treatment of the female body.
This is an example of using voyeuristic treatment of the female body, as all the males are fully clothed, and all the females are wearing bikinis.
7) Intertextual references are often used, however these are not necessary. This means that there should be reference to a film or a TV show somewhere in the video.
Interesting rules. But we still must remember that this is still only somebody suggestion. Rules of everybody can be different. In my research main rule is #3. Beat of visuals should be synced with music beats. Please read my article about it: Mathematical synchronization of image and sound in an animated film. Article was written for cartoons, but can be used for linear editing too.
ReplyDelete