Bob Dylan's Subterranean Homesick Blues (1965) has been thought to be one of the first modern music videos.
Cinematography - How the camera is used and how the images are sequenced will have a significant impact to the meaning, all camera movement, angles and shot distance need to be analysed. Camera movement may accompany movement of the performers (dancing, walking etc) but it may also be used to create more dynamic atmosphere to the stage performance, like circling the band as they perform onstage. Close ups are dominant in music videos, partly because the size of the screen and partly because of the sense of intimacy it creates with the audience and shows the performer as a brand.
Editing - Fast cut montage is usually associated with music videos, however the use of pace and transitions establish mood. Digital effects are also used in music videos to offer different kinds of pleasure and show genre for the audience.
Development of Technical Codes - By using green screen chroma-key, portable video cameras in colour, this allowed for pop acts to create music videos cheaply and quickly - unlike using film.
1990s it became common to use: fast cut montage, multiple viewing, split screens, non-representation, lack of edits and long takes with steadicams.
Goodwin's Music Video Analysis
1. Music videos demonstrate genre characteristics
2. There is a relationship between lyrics and visuals
3. There is relationship between music and visuals
4. The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which recur across their work (a visual style)
5. There is frequently reference to notion of looking (screens within screens etc) and particularly voyeuristic treatment of the female body
6. There is often intertextual reference to other media
There are different ways of bringing intertextuality in music videos:
-Imitating style
-Theme/narrative
-Content (characters, political comment, new item)
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