Movement:
Essential to a music video, music compliments the rythem of a song and can normally be acheived by physically moving the camera aswell as people dancing or through the process and speed of editing.
There are many music videos by artists that rely heavily on the aspect of movement, it creates a sense of excitement and invigoration withing the audience and this is why it is mainly present in the genre of Pop/R&B artists. This genre of music is more likely to get people into the mood of dancing, and therefore played often at clubs and social gatherings to lighten the mood.
These music videos also tend to have rapid editing, with many shots lasting only for a few seconds and a frequent use of lighting.
This is a music video by the artist 'Lady Gaga' whose music is of the Pop genre and the song 'Judas' contains a lot of pyschical movement not only through the use of camera movement but also through dancing.
These are screengrabs I have taken from the same music video, which shows the movement.
This all supports Steve Archer’s Theory in which A carefully choreographed dance might be part of the artist’s performance or an extra aspect of the video designed to aid visualisation.
Narrative:
A music video may contain a narrative, this would be about a 'storyline' that would run throughout the video and more often than usual relate to the lyrics to tell the audience what the song is about, however there could be a narrative that features into the video that is independent to the lyrics and does not at all relate to them.
This is the song 'You Belong With Me' by 'Taylor Swift' which has a direct link between the story and the lyrics, where she tells the story of being in love with a guy who is going out with someone else. This is also common in the Pop genre (Taylor Swift is of the Pop/Country) but can be seen in many others too.
Performing/Appearing:
It is very common for the artist to appear often during the music video they are creating, this relates to Andrew Goodwin’s Theory in which the artist will show often during the video, this is normally a request of the Record Label. During their time on-screen they will often be seen lip-syncing or playing instruments.
In this screen-grab from the same video by Taylor Swift she in seen singing/lip-syncing along to the song. This is a good example where the artist both performs and has a Narrative that make up the music video.
Intertextuality:
In music videos it is common to see producers making references to the other bands of the same genre, or the genre is general. They may be very obvious references, or subtle. For example, the band 'All Time Low'
in their music video 'Weightless' make several obvious references to the bands 'Blink 182' and 'Fall Out Boy', which are both huge, popular, similar-genre artists that would be popular amongst the fans. They also make several rock-culture references that would be funny among that type of audience, especially seeing as All Time Low are an Alternative Rock band.
This complies with John Stewart’s Theory where he states his description of the music video as ‘incorportating, raiding and reconstructing’ is essentially the essence of Intertextuality, using something with which the audience may be familiar, to generate both nostalgic associations and new meanings.
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