Ever Present PastPaul McCartney-

http://www.youtube.com/watch?v=GCMAV5BEKxk

First Feature• Music videos demonstrate

genre characteristics. For example boy/girl bands have a routine. Singer/songwriters are either on stage by themselves or are accompanied by a guitar.

• This video matches the feature that Andrew Goodwin noticed, the singer is standing alone on screen. In this clip, Paul is standing by himself this is common of singer songwriters.

Second Feature• There is a relationship between the

lyrics and visuals. These are either illustrative, amplifying or contradicting.

• At 38 seconds in he sings the line… “I have to much on my mind”, then in the video he points to his mind. This helps the audience to relate to what he is saying.

• There are not many direct relationship between lyrics and visuals, but there are some.

Third Feature• There is a relationship between

the music and visuals. These are either illustrative, amplifying or contradicting.

• In this video, the moves of Paul and the backing dancers are in time with the music. This is called on beat editing.

• Every time there are women in the background there is a strong relationship as they are always in time with the song. (1:05)

Fourth Feature• There are demand 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.

• At the beginning of each verse he is on his own, this makes sure that the audience are not just looking at the backing dancers but are getting to understand Paul McCartney as a solo artist.

Fifth Feature• There is frequent reference to

the notion of looking and particularly voyeuristic treatment of the female body.

• In this video Paul McCartney is shown looking around, like he is lost. This started from the very beginning.

• There is not so much a voyeuristic treatment, but there are plenty of females that are seen throughout the video.

Sixth Feature• There are often

intertextual reference to films, TV programmes and other music videos.

• There is not much that tells us about referencing to other videos, TV or movies. If there was a more clear representation it would be easier to identify and relationships or references.

• Like the Kelly Clarkson video there is some reference to what is known as a flash mob. These are seen regularly throughout the music video.