Analysing Music Videos 123

Analysing Music Videos

Goodwin’s theory of music video, states that all music videos contain either some or all of these elements
1) Have a link between visuals & lyrics
(compliment, contradict or amplify)
2) Have a link between visuals & music
(compliment, contradict or amplify)
3) Have certain genre characteristics
4) Have intertextual references
5) Contain notions of looking
6) Show voyeurism
7) Include demands of the record label
8) Whether the video is performance, narrative or concept based.

Application of Goodwin’s theory

Lady Gaga – “Lovegame”
Genre: Dance-pop/electro-pop
Genre Characteristics: dancers, unique clothing, bright colours, the video focuses on the single not the album, use of technology/recording & production, upbeat tempo, advertisement (sponsorship)

Lyrics & Visuals
“ Involves some heavy touching, yeah.” A few dancers have body contact with Gaga when she sings this line.
The song is based on references to sex, which most visuals in the video represent, such as Gaga being naked and being in the middle of two men, which also have links to voyeurism.

Music & Visuals
The dancing, editing, lip-synching, camera movements are also in time with the beat of the music.
Also when there are police sirens it shows that there is something deviant is happening.

Intertextuality
The opening copies a film type opening, it also shows the label company so the viewers can identify which company the video belongs to.

Record Company
They use close-up on Gaga , this is evident of both male and female gaze on her and her dancers.
The music video is a mixture of both performance and concept based.

Representation of Artist
Focuses on Gaga’s style (hair & clothes)
Represents her sexuality – as she is surrounded by men showing she gets male’s attention as well as showing she is an object of sex, she also kisses a girl to show she is openly bisexual .

Notions of looking
All characters in the video are constantly looking at Gaga to show her popularity, people have an obsession with her and how attractive she is.

Guns & Roses – “Welcome to the jungle”
Genre: Rock
Genre characteristics: videos usually shows a performance, there is band, the band always wear dark clothing which either is plain or have images on.

Lyrics & Visuals
Because the video is based on the band performing, there are little or no links between the visual and lyrics.
However, the meaning behind the lyrics is about how crazy people can be hence the additional footage of people with guns illustrates crazy people.

Music & Visual
Editing is in time to the beat.

Record Company
Use close-ups of the band and their instruments.
They emphasis the performance visual by having a crowd in the video.

Representation of the band
They have a rock look (leather trousers, tight tops and big hair.)

Jay Sean – Down ft Lil Wayne
Genre: R‘n’B
Genre Characteristics: dancers, clothing is either smart or casual, love, sex, jewellery, upbeat tempo, sponsorship, edited orientated, drinking & socialising locations like bars and clubs etc. The genre is very similar to POP.

Lyrics & Visual
“ Bring your body close to me”, the female character moves closer to Jay.
“ She’s cold”, the background freezes.
“ She’s not Miss America”, an image of the Union Jack appears.
“ Like baby cupid with arrows above”, Jay mimics shooting an arrow which is enhanced by editing.

Music & Visuals
Dancing, lip-synching, editing is all in tune with the beat.

Intertextuality
Opening of the song uses the music from his previous song “Ride it” to show a link between his earlier songs.

Record Company
There are close-ups on Jay & Lil Wayne.
The record label is placed at the end of the video.

Representation of Artist
Video emphasises the artists physique and clothing style.

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Analysing Music Videos 123

by Kulraj Thethy

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