MUSIC VIDEO THEORY - ANDREW GOODWIN

• 1.Music videos always demonstrate genre characteristics e.g. Cowboys for country music
• There is a relationship between the song lyrics and the video visuals which are either:-

  Illustrative: "Take my horse to the OTR" whilst being on a horse.

  Amplifying: "You ain't been up off that porch now" Trap stars aren't out making real money they are doing it from their porches illegally

  Contradicting: "Take my horse to the OTR" whilst riding in a maserati
• There is a relationship between the music and the video visuals which are either:-

  Illustrative: "Bull riding and boobies" supports the relaxing lifestyle of a traditional country singer.

  Amplifying: 'Cowboy hat from Gucci" Showcases Lil nas' attempt to collaborate Trap and Country Music.

  Contradicting: "Lean all in my bladder" traditionally Lean is a drug used by rappers which doesn't support the country music genre.
• 4. The demands of the record label will include the need for lots of close ups of the artist and they may develop a visual style which recur across their videos called a motif. Lil Nas X's cowboy outift remains a staple in the video.
• 5.There are frequent references to looking. voyeuristic treatment of the star. At the end Lil Nas constantly looks into the camera in direct mode of address looking happy whilst dancing almost encouraging the audience to dance and feel happy.
• 6. There are often inter textual references in the video to other media such as films,TV programmes and other music videos. Lil Nas refrences TGTBTU with the title card and a slap sound effect for introducing himself, this is similar to how TGTBTU uses the slap sound effect and title card to introduce The Good The Bad and The Ugly.