1. “Music video is not primarily a
commodity form but a promotional
one.”
Andrew Goodwin
This quote is saying that music videos are not there
just to be enjoyed but to promote something this can
go from promoting an artist, the song, other products
the artists has to offer a location or somewhere the
film applies.
An opposing view is that music videos are an artistic piece of footage for us to
watch and enjoy alongside the song. Therefore they are there own piece of
art with the purpose of us to enjoy watching them.

2. Skyfall by Adele
Skyfall was made as a song for the James Bond
movie Skyfall. The song promotes the film in many
ways, firstly with the name and the lyrics. The video
promotes the film as it is named after it, the video
is also very basic not including the artist very much
keeping the focus to the movie. Also the name of
the film is included in the music video in quite large
writing and the images look like a sky again
reminding you of the name of the film. Finally the
video appears unconventional and looks like an
opening scene to a film with titles which reflects
the film theme.
I think this video could also be seen as artistic as it uses
lots of colours and shapes to entertain the watcher
rather than footage as most videos do. There is also a
shot where they blend the artist into the shapes this
gives it a more artistic look than commercial appeal.
The shapes and colours are also used to represent
things, for example the shot of blues appears to be a
skyfall and the shots of oranges look like fire, reflecting
the line being sung in the song.

3. Girl on fire By Alicia Keys
During this video the whole theme is around the Alicia, she appears in every shot, and is the in the centre or main
character seen for all. It includes lots of close ups of Alicia where she is mainly wearing bright clothes so she will stand
out more than the dark surroundings behind her. In all the shots she is done up with her hair and make-up looking
perfect and also comes across very seductive is the beginning shots. I think this shows that the purpose of the video is to
promote Alicia Keys ,the performer, as it revolves around her without much storyline and she is made to stand out and
look perfect throughout.
Also is this video Alicia is seen to be wearing
sunglasses in some shots. There is one shot
where they zoom in on the name of the
sunglasses “BVLGARI” the shot lingers and
this is clearly to promote the sunglasses,
showing the name promotes the brand. As
the main part of the video is Alicia to have her
wearing the sunglasses is good advertising as
she is the main/only part to look at. This is
seen later again when Alicia is seen wearing a
pair of “SONY” headphones again with the
name lingered over.
I think the only purpose of the video was to promote mainly the performer but
also the brands she is wearing this is probably to make more money. This video
highly agrees with Andrew Goodwins theory as the video is not artistic or have any
value other than to promote Alicia.

4. We can’t stop by Miley Cyrus
The beginning of the video starts with a beat speaker, it is the centre of the screen and is in bright pink which makes it
stand out, as you can clearly see the speaker and the logo on it, it is obviously promoting the speaker. I also think the
speaker is not particularly relevant to the video it is mainly to promote. Again in the video you see Miley using a lipgloss, it
is also bright pink and stands out with the logo clearly on show. The lipgloss again doesn't seem relevant to the video aside
from promotional purposes.
Also the video promotes Miley, although there is a lot going on in the video it always goes back to Miley, she is wearing
little clothing and bright lipstick to make her stand out. There is a lot of close ups of her so she again stand outs a lot. As
this was on her first album it would be a good time to try and promote her and also her new image.
On the other hand I think this video could be seen as very artist as it seems alot of thought has gone into the clips. For
example the girl sucking a lollie pop with lips drawn on her face is and the man appears to have two tongues which funny
and purely for our entertainment. The video has a creepy vibe throughout which they have managed to keep funny this is
all for the views entertainment.

5. Roar by Katy Perry
I think Katy Perry’s music videos are always very artistic in the sense that they are entertaining and tell a story to the
viewers. For example in this video she is set in a jungle, throughout it tells the story of her getting lost in the jungle then
getting used to it. There is no promoting in this video, although there is lots of clips of Katy Perry she is doing it to tell the
story rather than to make herself look good. The only thing it does promote is the song as people will watch and enjoy the
video and it will make the song more popular and easy to remember.

6. Andrew Goodwin’s other theories...
The 5 aspects of music video
(how to analyse a music video)
Thought Beats
Narrative and Performance
The Star Image
Relation of Visuals to Song
Technical Aspects of Music Video
1st step: to look at the actual music
and its structure
2nd the voice of the song is it
unique?
3rd is there communication through
you and the artist
Goodwin believes we create our own
message rather than understanding
the artist message.
Consider the star image and what
they are doing.
Are they Illustrate (using a set
of images to convey the
meaning of the lyrics), Amplify
(meaning is manipulated),
Disjuncture ( the meaning is
ignored)
Use of camera, lighting, Mise-En-Scene and Beats