Applying Goodwins Theory Once I had evaluated the music videos individually, I then analysed them according to Goodwin's Theory on music videos. From here, I was able to create a music video that competed with real media products, subject to the theory.
1.Music Videos Demonstrate Genre Characteristics: The 4 music videos I watched portrayed clear characteristics of the R&B genre. Omarion 'O' - Conventional characteristic shown in this video include:
The presence of an attractive female and intimacy between two characters which in this case is Omarion and the girl.
The artist also appears in the video singing the lyrics to the song.
Marques Houston 'Clubbin' –
Everyone is wearing fashionable clothing.
There is also the presence of attractive females who are wearing revealing clothing.
The artists also feature within the video singing the song.
Alicia Keys 'You don't know my name' –
The artist is seen singing her song in solo scenes, which is a typical characteristic of the R&B genre.
She is also dressed elegantly at times which is very typical.
Usher 'Burn' –
The presence of an appealing girl who is wearing revealing clothing, is a typical characteristic of R&B videos.
Usher is dressed elegantly and the location of the narrative includes a house/bedroom which is a typical.
2.There is a Relationship Between the lyrics and the visuals In all the music videos I researched there was a relationship between the lyrics and visuals.
In Omarion's 'O' the lyrics are about sex, and the
visuals show intimacy between Omarion and a girl.
The visuals in Marques Houston's Music Video 'Clubbin' truly reflect the lyrics as they are talking about clubbing. The music video is located in a club which emulates the lyrics.
In Alicia Keys Music Video, the visuals attribute to the lyrics 'you don't know my name' as for most part of the Video they do not converse on a friendship level.
In Usher's Music Video 'Burn' there is a clear
link between the lyrics and the visuals as things are literally burning in on screen, for example the swimming pool, the trees and the picture which is achieved through special effects.
3.There is a relationship between the music and the visuals. In the R&B music videos, the visuals reflect the music being played and there is a positive correlation between the tempo of the music and the tempo of cutting rhythm. The synchronisation between the cutting rhythm and the pace of the song makes the overall product appealing to the audience. In Alicia Keys Music Video, The cutting Rhythm quickens as the Music quickens, during this the visuals cut to different items in the restaurant which highlights the type of job she is employed in.
4.The demands for the record label will include the need for lots of close ups of the artists, and the artist may develop motifs which recur through their work. All the music videos include close ups of the artist at various parts of their music video particularly as they are singing. In Ushers video 'Burn' the motif is fire, as many things are burning throughout the video, for example the swimming pool, which is done to reflect the lyrics 'let it burn‘
5.There is frequent reference to the notion of looking and particularly voyeuristic treatment of the female body. Omarion 'O' - There is the notion of looking when Omarion is standing in front of the mirror, and the camera is behind him allowing the audience to see his reflection in the mirror. The girl in the music video is also wearing revealing clothing which allows Voyeuristic treatment of her body. Usher 'Burn' - Notion of looking is portrayed when Usher is standing at his window looking out of the frame, this juxtaposed with scenes of the girl by swimming pool suggests that he is looking out to pool reminiscing. The females are also wearing lingerie throughout the video which gives a voyeuristic view of the female body, feature intended to appeal to the male audience.
Alicia Keys 'You dont Know my name' - There is the notion of looking when the camera is place at Alicia Keys Point of view as she looks at the man, suggesting that he is her main focus and the song is about him. Marques Houston 'Clubbin' - The women are wearing revealing clothing as they dance, mostly showing their bellies and arms as they dance in a sexy manor. The medium shots and medium close ups of the women give a voyeuristic view of the female body, which is pleasurable to the male audience.
6. There is often intertextual reference. Intertextuality is achieved through the use of the artists trademark. For example Omarion's Tattoo of an O under a crown in this music video 'O', is shown in other videos appearing on different items of clothing. Alicia Keys trademark is the piano, as it appears in many of her works and she is seen playing it whilst singing. Omarion ‘O’ Omarion ‘Touch’ Alicia Keys Album Cover ‘Diary of Alicia keys’ Alicia Keys ‘You don't know my name’