Research: Goodwin’s Theory of Music Videos

A theorist called Andrew Goodwin created a theory that all music videos that have been created must follow in order to be conventional and able to appeal to their target audience. This theory contains Eight concepts which makes a music video conventional. 

Andrew Goodwin's 8 Concepts of a music video?

• Genre Characterstic
• Relationship between lyrics and visuals
• Relationship between music and visuals
• Star image motifs
• Notion of looking
• intertextual references
• Performance, Narrative, or Concept-based?

Genre Characteristic

• Music videos often reflect their genre due to specific traits which are associated with a particular music genre. 
• For example, for a Rock music video is associated with High key lighting, close ups on the different instruments and Rock videos are mostly performance based.



• Another example, is the genre Alternative. This genre uses a variety of different lighting depending on the speed of the song. alternative genre targets a niche audience, uses controversial themes and is often performance or narrative based.

Relationship between lyrics and visuals:

Often in most music videos the visuals are able to relate to the lyrics of the song in some way. This can be portrayed through the illustrative concept where the lyrics explain what is happening in the scene, The amplifying concept where the visuals seen are an exaggeration to the lyrics in the video and lastly contradicting which is when the visuals are the opposite to what is being said in the lyrics.

An illustrative example is in his boyfriend music video where he is seen sitting in a car with his shades and gold chain around his neck saying ''I've got money in my hands which I'd really like to blow''

Relationship between music and visuals:

Most visuals shown within a music video have a clear distinction between the music being played. The visuals being portrayed are often either illustrative of the actual music video or contradicting towards it. For example, a video with fast pace and upbeat music will reflect this in the visuals with fast editing and action. However, if its a slow accoustic song for example, the on screen visuals will often be very soft and slow to be able to relate to the music

An example of this is Justin Biebers - Beauty and a Beat music video, The editing within this video contains simple styles such as some dissolves and the shaking of the camera to emphasise justin operating the camera while dancing with hes dancers. This creates a thrilling feeling amongst the audience. In addition, the music used in this music video is fast paced which fits in with the fast editing used in order to grab the audiences attention and keep them engaged. The beach party style atmosphere with girls and guys dancing in and around the water is also used to build up the audiences excitment and create a thrilling feeling amongst them.

Star image motifs:

Music videos nowadays often contain a star imagine motifs, this is when the music video includes as many close ups of the artist as possible. This is done in order to make them popular and identifiable. This is important as it helps promotes the artist and also for the audience to be able to establish who the artist is.

For Example, R Kellys Duet with Usher - Same Girl. This music video first started off with them both on their phone speaking to their agents. There faces were the main focus of attention for a good 15 seconds, This is done as it allows the audience to be able to recognise the two artist, This helps towards their promotion.

Notion of looking:

this concept of goodwin's theory talks about voyeuristic or in other words sexual treatment of the females body in music video's. These are women who are seen as sexual objects in their music video, this could be because of the way they are represented in their music video or their own real life characteristics which is followed with them from the real world. In addition, women wearing revealing clothing has become very conventional and acceptable due to a list of mainstream artist such as katy perry, Rihanna revealing a lot in their videos.

The costumes for women in music videos all depend on the genre of the actual music video. For example, tight revealing clothing is mostly seen in some Rap, Hip Hop & R&B music videos. An example of this is Sean Paul's Music video - Get Busy.

In this video cleavage is clearly seen which would attract the attention of a male audience. The iconography is also used to relate back to the attraction of a male audience as there are loads of women drinking, dancing and having fun. This is presented in a club party atmosphere which is used to create a sexy image. In addition, the actors dancing in the music video makes the audience want to get up and dance.

Intertexual references:

Intertexual reference is when you're able to find a close link between a music video and a Television programme, a movie or other music videos in general. This is done as a promotional act, linking the lyrics of the song and visuals together in order to create an effect amongst the audience, or to diss and insult another artist.

Intertexual references are made in the music video featuring 2 chains and Wiz Khalifa, this was the soundtrack to the film Fast an Furious 6. The Artist Wiz Khalifa was heard saying ''never turn our backs, our cars dont even lose control''. This relates back to the actual film as one of the main characters vin diesel has a saying which he's used in many fast and furious films in the past and that was to never turn your back on family. The '' Our cars dont even lose control'' part relates back to the actual film and the whole theme about it which is about cars and high speed driving etc.

In addition, this is seen as a good marketing tool for both the music video and the film as they are both able to relate to one another and gain recognition together.

Performance, narrative or concept based:

A performance based music video is often used to present the audience in a whole different way and make them the main focus. This allows them to present their artistic talents to their target audience, this could range from singing to even a dance routine. For example, chris brown tends to throw in couple dance moves within his performances in order to show off his high level of skill to his audience and also to primarily entertain them.

Christ Brown - Turn Up The Music

Adele's song is a mixture of performance and narrative based. Narrative based often means that the music video has a story attached to it which is able to relate to the lyrics of the song. For example, Adele - Someone Like You, this music video talks a lot about Adele's previous relationship and her transition through the tough break-up. This music video is also performance based which allows her to become the main focus of attention and allow her audience to be able to relate to it. This concept is effective as it helps build a relationship with the artist and their audiences.

 

Adele - Someone Like You

A Concept based music videos allows the artist to express their creative and artistic sides to the audience as tends to be more surreal and obsure than regular regular conventional videos. This video types are also most likely to include more special effects. For example, Ed Sheeran - Lego House, in this music video there was no link between the visuals and lyrics.

Ed Sheeran - Lego House

Technical elements:

The technical elements of a music video is generally based around the micro-elements of the media industry. These micro-elements range from cinematography, sound, editing and mise en scene. These elements are the most effective ways of being able to connect to the audience. 

Cinematography is in order to create the star image motifs for the music video, this is done with a range of close-ups to identify the artist and to create a sense of familiarity between the artist and the audience. Editing is used in order to create a relationship between the visuals and the lyrics, The pace of the editing is usually determined by the pace of the song. The pace of the song in any music video usually depends on whether it is a performance, narrative or concept based. The Mise En Scene used in music videos depends on the genre of the song. For example, Rap & R&B songs often tend to use a lot of wealthy costumes and iconography to create a high status image. But mainstream music such as Pop music tend to use less glamorous but casual mise en scene in order to avoid confusion amongst whilst creating a relationship between the music and audience.

Music Video Examples

Will Smith's music video is a great example of a conventional hip hop genre. The genre of this music video is made obvious by the pace of the music. The music was really fast paced which relates to the song which was very upbeat. In addition, iconography of the visuals in which the music video was filmed relates back to the upbeat music as there was beach party scenes which is effective as it helps build up an thrilling feeling amongst the audience.

The relationship between the lyrics and visuals in this video was amplifying as the video started with Will Smith In a private jet with a gold chain around his neck. This suggest his fame and along with the face upbeat music it all ties in and relates back to the hip hop genre.

Close-ups were used at the start of the music video in order to build up a star imagine motifs make the artist the main focus of attention, this also allows him to be easily identifiable and recognised. The use of fast pace editing is very effective in this music video as it is matched with the fast pace music which allows them to merge in order to better the audiences experience. In addition, the montage shots used in this video related back to its genre of hip hop. Furthermore, this video is cleary solely performance based as it had no sign of a narrative, instead it just went with the flow.

Will Smiths MIAMI

Ed Sheeran's Music video Small Bump is of a Rock/Alternative genre. This is because when the video starts the music is very fast and upbeat which relates to the rock genre, in addition, Ed Sheeran's dress sense and fuzzy hair can also be related to the Rock genre. However, the actual song is very soft and is sang with meaning.

In this video the relationship between the lyrics and visuals are illustrative as Ed is singing about losing a baby which in reality turned out to be one of he's friends who loss a baby. The visuals then link to this as Ed is seen seated in the waiting area of a hospital. The music is upbeat but soft which allows it and the visuals to create a calm, relaxing atmosphere for the audience. A lot of close ups were used in this music video in order to make Ed More identifiable but also to show the real emotion he he had on his face. This then allows the audience to feel sympathy towards Ed and able to relate to him. Therefore, a relationship will be built amongst Ed and he's target audience.

Although This song was performance based as it focused solely on Ed Throughout the whole video, it is more narrative as this was a song with meaning, it was a song about a close friend of Ed who lost their baby. This allows Ed's audience or even new listeners to build an sympathetic response towards him. In addition, some people will also be able to relate to this.

 

Adele's Someone like you music video has a genre of soul and blues. This is detected immediately at the start of the video when slow, soft music starts to be played. This is done to remind and relate back to the genre of the song. The song lyrcis and visuals have a very illustrative relationship as in the video we see adele walking alone through london singing a break up song. this is effective as it allows the audience to be able to relate it. Star image motifs is emphasised early on in this music video as there are a lot of close ups on adele's face. This allows her to become easily identifiable.

 Conclusion

From my research of Goodwins theory on media institutions I have know learned of all the technical elements and concepts needed in order to make a music video conventional and appealing towards their target audience. In addition, I've learnt how to make a music video relate to its music genre.