"Music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning of a song in our minds: a music video anchor meaning and gives the record company/artist a method of anchoring meaning".
1. A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics.
In Wiz Khalifa - See You Again - The Lyrics
"How can we not talk about family"
"Because Families all we got"
We have this shot of the team (Family)
This shows a relationship between the lyrics and the visuals.
2. Thought beats: seeing the sounds (seeing what they mean or represent in your head).
There are three ways visuals are used to promote a song:
Illustrate: Music videos use certain images and shots to illustrate/explain the meaning of lyrics to their songs and the genre.
Disjuncture: In this situation, the meaning of the song is completely ignored in the music video.
Amplify: This is when the images and camera shots are manipulated and shown repeatedly throughout the music video and is drummed into our vision.
In Calvin Harris - Bounce when the beat drops we are shown an actor who started dancing to the beat.
3. Genre - Related Style and Iconograpy
In Mark Ronson - Uptown Funk the genre is the 1960s and Bruno Mars is casually wearing a old-style hat which he frequently wears this would be another example of iconography. The style of clothing that Bruno Mars and Mark Ronson are wearing also represent the classic 70s Funk look, which matches the song title "Uptown Funk"
4. Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognisable brand image.
In Nicki Minaj - Anaconda in the video Drake is showing off a rare pair of Jordan Shoes.
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