In Andrew Goodwin's Dancing in the Distraction Factory,1992, he points out the key characteristics that are expected in a typical music video:
Music videos demonstrate genre characteristics.
(e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).
There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrative, amplifying, contradicting).
There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.
(either illustrative, amplifying, contradicting).
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 (a visual style).
There is frequent reference to the notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.
There is often intertextual reference (to films, tv programmes, other music videos, etc).
What to expect in the music video:
The music video is aimed at the 15-25 middle-class demographic,
In a hop music video, it is expected that the video itself is fairly fast-paced and quite joyful as it has to correspond to the lyrics. this will be the same for Mr. Blue Sky as the main story behind it is when the sun comes out, you automatically feel happier than beforehand.
Things to include:
Representation in the music video can either be Age, Class, ethnicity, gender, or sexuality.
A variety of shots, including close-ups and wide shots.
Costumes suitable for the cast connote happiness, such as bright colours.