Music: Always cut on the beat.
Lyrics: Images illustrate the literal meaning or feelings of the lyrics, often the band sings and dances.
Image: The band will often sing, dance, play instruments and wear costume that is expected of them.
For example: The Way (Ariana Grande ft. Mac Miller):
- The artist sings (lip syncs), gestures and dances during the video
- The video is cut to the beat.
- The artists are dressed just as we expect them to be dressed.
Music: Film cuts on the beat but also off to emphasise specific features.
Lyrics: Images amplify the lyrics, a specific narrative may be used that wouldn't be picked up from the lyrics only.
Image: The band will probably take on fictional roles/characters that adhere to the concept or narrative.
For example: Last Friday Night (Katy Perry):
- Fictional characters are taken on in the video
- The actions in the video amplify the lyrics that they are lip syncing too.
- The concept/narrative that runs through could be interpreted in different ways.
Music: Film cuts off the beat. Sometimes the sign of a bad music video.
Lyrics: Images which do not relate to the lyrics used, this is sometimes used by bands who are well established and can afford to take risks within their work.
Image: An image that is completely unrelated is taken on by the band/artist.
For example: Da Funk (Daft Punk):
- The video is not cut to the beat.
- The artists do not appear in the video (and if they do, this is not made clear).
- There is only dialogue throughout the video, no singing or lip syncing.