Music Video - Primary Research

In terms of narrative and performance most music videos fail to give the audience 100% of the narrative. The audience is only given parts of what the artist wanted to portray and get across. Therefore, any viewer is able to take a polysemic meaning from the text as it is negotiable. Andrew Goodwin explains that music videos should pay attention to a more abstract narrative as this is a near necessity for their brand and advertising. This is a contradicting feature that can take place in a music video as it doesn't either amplify or illustrate. However, some videos do focus on the narrative and do obey to characteristics such as 'illustrating'. These sorts of videos normally feature a breakup or an argumentative couple. This is shown by the lyrics taking about a couple going through a hard time metaphorically or blatantly. 

For narrative and performance to work collectively I believe this would be more beneficial. Even though some artists have a brand that they must keep to and have to be a bit more vague when it comes to showing what they mean by the lyrics and actions that happen on the screen as they might prefer for their fans to take it in their own way. This way also creates a more polysemic and wider/vast meaning retrieved from fans. This way makes it easier for an audience to watch numerous times without losing interest as each time they do watch it, they might be able to uncover an alternate meaning. The artist appears as both narrator and participant astray help to increase the authenticity; however, when lip syncing or other timed actions due to the editing style of the mise-en-scene must still abide to the structure of a music video.

Five key aspects that an audience should look out for are: 

• Narrative and Performance
• The Star Image
• Thought beats (What do you see when the sound is played?)
• Technical Aspects of a Music Video 
• Relation of Visuals to the Song 

Looking at a Stars Iconography, it is clear that each artist have a unique way that they develop their videos. There are three main aspects that link well to the process of how music videos are made. These are: Branding, Style and Brand Values (the artists unique selling points).