Andrew Goodwin had six key characteristics of the music video and we are going to identify these within our music video of Adele - Turning Tables.
Here are those six key characteristics:
1. Music videos demonstrate genre characteristics
2. There is a relationship between lyrics and visuals
3. There is a relationship between music and visuals
4. 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
5. There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
6. There is often intertextual reference
Here is how we feel we adhere to the six key characteristics:
1. Adele's songs whilst sounding similar are very hard to identify as a specific genre. But Adele herself classifies her music as Pop Soul - so that is how we have decided to handle the content of the video. To handle the activities of a pop music video - we stuck to strong eye focus on the camera in single shots where Maddie is singing on her own and a strong focus on activity and events taking place - the pop aspect occurs within the narrative aspect of the music video - lots of short shots interlinked with each other to create a dramatic sequence of events within the music video. Following Soul conventions - one word was focussed on - energy. Soul is all about the energy that is portrayed and that energy is a result of passion for the music and that's what we've tried to achieve by use of energetic movements in the studio shots and energy coming from the mouth movements whilst miming the song.

2. We have tried very hard to accomplish a connection between the lyrics and the visuals of this song. This is clearly evidenced in the three situations of the lyric "it's time to say goodbye" - on the "goodbye" - we have three different events of closing the other actor out of the singers life - a true "goodbye".
The first place this takes place is once the singer has thrown the clothes at the actor and kicked him out and he is storming out the front gate carrying (then throwing) his clothes away. It then happens later in the song when the door is slammed shut as he leaves and a third time during the lift scene when the lift doors close and there is a shaddow of Maddie singing over the door closure.

We also stick by this when there is a lyric near the start of the song that goes "All that I have is on the floor" - we think that the scene we used here is cleverly used by the fact she is walking on a broken plate on the floor - what she has on the floor is broken dreams, broken heart and her head is all over.

3. We have made every effort to match tone of music to the visuals on the screen as you watch it. Shots change at change of beat or lyrics sentence and we have made every effort to match the tempo of the music to that of the pace of the footage in front of you as you watch it. For example, when Maddie is playing the piano during the points of the song where there are no lyrics - this is done especially at the introducing 10 seconds of the song where it fades in and out of the piano and studio shot. We also attempted to match the beat near the end of the video when it fades between Maddie and the actor walking down the stairs of the statue.
4. As has been evidenced in previous posts - we have made every effort to adopt conventions of Adele and the types of shots she would usually be seen in. We have attempted to meet that convention without 'copying' the methods use in her other videos. This is done with the variety of shots we did in the studio. These vary from shots showing her full body and fatigue beside the table and close up of her face and upper chest - which is the same variety as used in Adele's other songs. The key demand which is clear from her other videos is her engagement with the piano which we have portrayed her being with the piano in this video.
5. We have made every effort to portray Maddie in Adele's methods which match Goodwin's fifth characteristic. This is done in the two methods demonstrated by Goodwin. We have tried to engage lots of eye contact from Maddie in this video - especially in the studio shots. But in the majority of shots involve a closer shot of either herself of both together - we have ensured there is either constant eye contact or a flow from no contact in to firm contact.
As Adele typically does - we have focussed on the aspects of the female body. Instead of firm close-ups of the neck upwards in the video, we have included the upper-body of Maddie and during the shots with Maddie and our actor being together, we have focussed on the chemistry and sexual relationship once shared in the couple and their past which is now exactly that, the past. From focussing on where the actors hands were placed i.e. on the hip/waste in the roof shots to the chemistry being shown during any kissing during the video - we have tried to seriously portray the female body in a voyeuristic manner.
6. For inter-textual reference, we have achieved this in a variety of methods. This is heavily evidenced in our task evaluation which can be found at http://loretomedia-c1-11-group4.blogspot.com/2011/12/1in-what-ways-does-your-media-product.html - we have taken strong inspiration from other music videos - speicifically that from Robbie Williams and Beyonce and of course, Adele's own videos.