- Lyrics- Establish a general mood, key lines may only play part in the visuals.
- Music- Tempo of the track drives the editing.
- Genre- Reflected through mise-en-scene, themes, performance, cinematography, editing.
- Cinematography- Camera may move to accompany performers, or circle them, to create a drama. Lots of close ups to create viewer intimacy and emphasize voice.
- Editing- generically fast-paced, but slow-paced could be used to establish mood.
- Intertextuality- "Music video as incorporating, raiding and reconstructing" (John Stewart). Music videos often incorporate what a viewer will be familiar with.
- Narrative and performance- suggest storylines, and offer fragmented, non-linear, narrative. These leave an audience with a desire to re-watch.
I will bare this theory in mind when creating my own music video and try to apply some of these elements to my own video.
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