Link Between Lyrics and Visuals - The video may interpret lyrics, Genre Characteristics - rap artists create a certain ‘look’ through visual codes, including, clothing, gesture and expression which will be reinforced by their live performance., Intertextuality - Music videos are often influenced by other media texts and cultural references –, Looking and Voyeurism - when analysing music videos, audiences look in on the life of the artist/character within the music video., Performance, Narrative and Concept Based Music Videos - The three styles of music video., Demands of the Record Label - the record label may think it important to feature the artist as much as possible in the video.,

Andrew Goodwins Key Principles

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