During the thought processes that I have been going through when deciding which song to produce a music video for I came across this TED Ed Lesson, by Elizabeth Hellmuth Margulis, about the reasons for humans finding repetitive music catchy. I have taken this into consideration when choosing a song because I believe that it will be easier to make a enjoyable music video for a song that is catchy and likable.
As it is backed by psychological research and evidence, I consider the message in this video to be important in helping me understand the cognitions of my audience. After all, I think the psychology of the target audience must be taken into consideration in the research. Also I am beginning to sway toward the House Music genre. Being an electronic dance music genre, House Music is typically repetitive which is probably one of the reasons that it is so popular.
The video mentions the psychologist's term 'The mere exposure effect'. This means that being exposed to a certain thing (even if we don't like it) over and over again many times will result in us beginning to like it. This is relevant will food, shapes, and smells, as well as music. I believe that this can be applied to the visuals in a music video.
"Repetition connects each bit of music irresistibly to the next bit of music that follows it"
I will base my music video structure around this new knowledge and Andrew Goodwin's (1992) theory that typical music videos have a relationship between the music and lyrics, and the visuals. I plan to produce a music video that has somewhat repetitive visuals (in shots, editing pace, flow of visuals and video effects) which have a relationship with the repetitive music. I am sure this will enhance the song and result in the audience liking it even more.
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