Theory

Genre

David Buckingham- “Genre is not simply given by the culture, rather, it is in a constant process of negotiation and change.”

We would argue that this is vital to understanding music videos, where in order to appeal to the audience and seem cutting-edge and new, the producers have to reinvent and revise generic conventions to create a fresh and appealing but recognisably marketable product.

How does the video push the genre?

Nicholas Ambercrombie- “Television producers set out to exploit genre conventions…it makes economic sense.”

This idea links with audience.

Videos are made to make money

Limitations of Genre- Genre has become to refer to an inferior kind of text – something is ‘generic’ therefore repetitive and cliché. Attacks on genre derives from the notion of ‘high art’ and ‘creative individual’ - a ‘canon’ for what is best in culture

Genre can make videos too generic and not push boundaries.

Andrew Goodwin- 5 key aspects of music videos. Audience expectation.
1. Genre conventions
2. Relationship of music/lyrics to visuals (illustrative/amplification/disjuncture)
3. Notion of looking  

Media Language

CAROL VERNALLIS- Music videos break all the rules of filmmaking, with extreme angles, broken angles and breaking the fourth wall. Edits draw attention to themselves, SFX are used, edits and movements are timed with the music. A close up is used to give the audience something to remember.