• Music
- The images on the screen sometimes move at pace and rhythm with the music.
- To create a link between the visual image and the music movements are often synchronized to the beat, such as footsteps and clapping, so that people in the music video seem to move in sync to the music.
• Lyrics
- The lyrics and the visual imagery on screen interact and create meaning.
- The lyrics of the song can take on new meanings through the use of metaphors, similes and other linguistic techniques.
- The greater the distance between the content of the lyrics and the visual imagery in terms of the linguistic techniques used, the more difficult it becomes for viewers to understand, and the harder it becomes for the audience to connect with the musician
- The environment is made to mirror the feelings of the lead characters, (pathetic fallacy)
• The image
- The visual imagery is supposed to represent the musician and his appearance. By manipulating colour, motive setting, story footage, clothing, etc the music video director is able to create ideas which are repeated and varied throughout the music video.
- The concept is to rearrange visual motifs so that the work forms a whole.
There are three forms of visual tradition in music videos they are: performance clip, narrative clips and art clip.
• Performance clip
- When a music video is mainly live filmed footage then it is a performance clip, which shows the vocalist in various scenarios such backstage at a concert or on stage or dancing or singing in a studio. There are three types of performance clip; song, dance and instrumental.
• Narrative clip
- A short silent movie to a musical background, a visual story that is easy to follow and usually relates to the lyrics of the song.
• Art Clip
- An art clip includes no visible visual narrative or connection to the lyrics and contains no lip-synchronized singing. This style of music video is usually stylist and is generally used in specialized genres, such as electro-acoustic.
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