Lyrics and Visuals :The lyrics being sang are accompanied by the visuals on screen. For example, the lyrics: All the times that you rain on my paradeAnd all the clubs you get in using my nameYou think you broke my heartOhhh girl for goodness sakeYou think I'm cryingOh my ohhh, well I ain't!Compliment the images on screen that the two performers are having trouble in their "relationship". Goodwin suggests that in order for the video to be effective, the words and images conveyed need to work in parallel.
Caption: : Opening scene of 'Love Yourself' By Justin Bieber
Each music "category" has its own conventions which go with the genre. Typically, there is some narrative to the video however some genre's deviate from this. For example,Ed Sheeran's "Thinking out Loud" has a very romantic atmosphere from the two dancing together; ballads typically tend to focus on relationships, whether that is good or bad and therefore usually, two characters dominate the narrative of the video.This differs from a genre such as R&B and rap music which tends to be more simplistic or focuses more around the sexualisation of women in order to appeal to a heterosexual male listener.
Representations of Gender and Sexuality. Goodwin suggests that men and women are presented in order to conform to their stereotypes or appeal to the audience.For example, women are typically sexualised and objectified in order to appeal to audiences whereas men are presented as those who are more violent and those who cheat to make them look villainous.
The recording Label who signs the artists would be in control of the representation of the the artists and how the audiences view them. The sexualisation of both men and women are used to appeal to both genders and reach the target audiences.Each gender is likely to listen to a specific type of music and therefore the video's are constructed to appeal to, stereotypically, who is expected to view and listen.For example, women who are interested in urban music are more likely to listen to R&B, therefore males are sexualised to appeal to them.
The narrative is arguably, one of the most important aspects of the music video as it draws the parallels between the lyrics and the images on screen, giving the lyrics an overt meaning and giving it a story-like quality.There are two types of Narrative: Fragmented or Linear. Linear: the narrative is very clear and continuous throughout.Fragmented: The narrative is intercut, although relevant to the lyrics, it often changes at the chorus.
Intertextual references are made about other films, music, programmes. Intertextual references are very significant in any media product, as it adds familiarity for the audience and it more often than not in many films and music videos. A lot of humorous music videos use intertextual references, as it creates interest for the audience and they can relate as they know the other media.An example of this is Intertextual references in Lady Gaga and Beyonce's "Telephone", as the two having in the car, driving into the sunset links with the film Thelma and Louise, this created humour and also a sense of familiarity for the listener/ watcher.