Steve Archer

Steve archer lists have key criteria that are essential for creating a music video.

Soundbeat                                                                                                                              

• synaesthesia this is  were you picture things in your mind, this is key when creating a music video as it help to connect the audience through visual association.

• key lines and phrases in the song are very important in helping to creating visual association.

• Artist are able to create the own visual association by having there own unique style or even trademark line or phrase.

•  visual association can be personal to the listener as certain instruments, voices and beats and be linked to a persons memories.

Narrative and Performance

• songs rarely complete their narrative and this is same for most music videos.

•  Music video should avoid a classic realistic narrative.and should have repeatability

• Music videos should have repeatability as this ensure multiple viewing.

• There is normally a combination of narration and performance in music videos 

Star Image

• An artist image being developed over time is known as meta-narrative.

•  Only about one in ten acts put out by the industry actually makes any money, so Star image is essential to standing out from the crowd

Ways music videos relate to the song 

There are three ways that music videos are used to promote the track.

• Illustration - This is where the music video takes a direct approach and nearly mirror the lyrics of the song. for example if the lyrics was to say waking up the video would show a clip of someone waking up. if done poorly this method comes off as a lack of creativity and generic and boring.
• Amplification - This is the mid ground between the two other methods as it does not directly match the lyrics but it highlights themes and lines brought up in the song. this is the most typical method used in music videos.
• Disjuncture - these are the videos that are almost non related to the song and that seem to create there own meaning, this method can reflect

Technical aspects of the music video 

•  camera work - speed is visualised by camera movement,digital effects and fast editing. 

• Meat - These are the cut to the close up of the main artist,m this is seen as the most important part of the music video 
    
• Beats - music videos Will sometimes attempt to match up the beat of the song to the video by cuts.

• Lighting and colour - this can be used to emphasise certain moments in the song, also this can be used to represent the mood of the song.

• Mise en scene - Location of the music video is very important as it show authenticity tot the video.