Theory

Andrew Godwin:

Andrew Godwin believes that music videos have specific characteristics depending on the genre of the music, therefore creating conventional images we would see eg:
-stage performance in metal video
-dance routine for boy/girl band.

Godwin also said that music videos are used to promote the artist and record labels, therefore music videos will contain lots of close up shots of artists and the video will be used to build up and image or character style.

He also said that the use of camera work which created the notion of looking was important in a music video, as well as intertextual references.
 

Steve Archer:

Steve Archer believes that there needs to be a clear relationship between narrative and performance in music promos.

There should be a range of narrative and performance which is switched between throughout the video.

Dance routines are used to add to the performance and visuals as well as giving the promo a‘repeatability’ factor.

John Stewarts:

John Stewarts believes that music videos use Close ups amnd lighting to focus the audiences attention onto the artist in a similar  style to TV comercials.

Inspiration and refrences come from art, photography, cinema and fashion.

Intertexuality is a key part of music videos as its uses famliar media texts which the audience can relate to and gives them nostalgic associations and new meanings.

Music videos also create a desireable lifestlye through mise-en-scene and gives the audience more access to the performer.

Laura Mulvey:

Laura Mulvey believed taht due to the fact that most filmmakers are male, women are used in music videos for display, rather than for narrative purposes.

Mulvely said The female role was from the view of a voyeuristic ‘male gaze’  which objectifies a woman.