According to Andrew Goodwin there are 6 key features of different music videos:
1. Music Videos demonstrate genre characteristics2. A relationship between the lyrics and visuals
3. A relationship between the music and visuals
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work
5. There is a frequently reference to notion of looking and particularly voyeuristic treatment of the female body.
6. Intertextual reference
Chiddy Bang - Opposite of Adults
In the music video for Opposite of Adults we see a number of these features referenced to, such as number 2. In the song they use the lyrics "I once was a kid with the other little kids" and in the video they have photoshopped their faces onto the body of children which further represents the title of the song "Opposite of Adults" because its adult faces on a kids body. There is also a small relationship between the Music and the visuals, for example fitting with the genre of music (pop) they cut to the beat to amplify the 'feel good factor' of the song. For point number 4 about using the artists faces, they don't use CU's and ECU's but they are always in every video so still builds up their image to promotes themselves to their audience. Finally, there is an intertextual reference to a film within their lyrics when they say "But I play a Ron Burgundy I anchor on the track". So overall chiddy bang use 4 out of the 6 key features which reinforces Andrew Goodwin's list.
Macklemore & Ryan Lewis - Downtown
In the video for Downtown, within the first couple of line of the song including "I went to the moped store..." we see him not only lip syncing to the lyrics but also he is at a moped store so it has already used the 1st and 2nd points on the list within 30 seconds. The video pretty much follows the lyrics throughout its entirety with him doing what the lyrics say and many different elements of performance throughout as well. For the 3rd point, there is a link between the music and the visuals because similarly to the song how it is an upbeat track the colour palette of the video is very bright which builds on the idea of it being a happy song. However unlike with the Chiddy Bang video, Macklemore doesn't always cut to the beat. It is very inconsistent perhaps trying to represent the rebellious and alternative content and character he is trying to convey to his audience. Furthermore, the fact that in every video of his it his face with a wide range of angles further builds up his brand image to the audience and makes them feel more connected to him, rather than some artists who don't show their faces which could make their audience feel distant from them. In this video there is also brief section within the music video where we as the audience end up looking at what they want and also from minute 1:00 to 1:06 we see a sexualisation of women. So overall Macklemore ticks of 5 of the 6 which yet again reinforces the list of key features.
