Andrew G0odwin recognised 5 key aspects that are often featured in musicvideos:1. Thought beats – ‘Seeing the sound of the song2. Narrative and performance3. The Star image4. Relation of visuals to song5. Technical aspects of the videoGoodwin believed that these features helped the video become more than justan advertisement for the artist, but rather something that can be interpreted tohave different meanings from the viewers and achieve a greater purpose.Key Aspects Of A Music Video
Goodwin saw this aspect as ‘seeing the sound in your head’ and categorised itinto three parts:1. Firstly, to achieve this in a video, the structure of the song verses must be takeninto consideration.2. The artists’ voice, which is often unique, should be considered as an aspect ofthe video, as it can create identification with the viewers. This links to Barthes’‘grain of voice’ theory, which states that singing is an expressiveinstrument, and should be seen as an instrument of its own.3. Lastly, the story that the artist tell in their lyrics often gives them a uniqueimage, gaining them a reputation as a ‘storyteller’. Therefore, the video is usedto visualise these lyrics and emphasise the artists’ ‘storytelling’.Thought Beats –’Seeing The Sound’
Goodwin stated that music videos should aim to avoid a stereotypical narrativestructure, in order to achieve their role of advertising themselves to theaudience.Therefore, they then become both the narrator and the participant within themusic video, in order to tell a story, but at the same time make the video excitingfor their particular target audience.This narrative also helps to increase the authenticity of the song for theaudience, as techniques such as lip syncing to increase the suspension of belieffor the audience.Narrative And Performance
Goodwin also recognised that music videos rely partly on the image of the starinvolved on the video.If an artist has a unique image, then it will attract a wider audience to theirvideos, and make them instantly recognisable. Shot types such as close ups areused to increase the effect of the star image on the audience from the outset ofthe video.The Star ImageFor example, MichaelJackson is instantlyrecognisable in any of hisvideos, and he uses hisstar image to make thembecome popular.
Goodwin categorised three ways in which music videos relate to the visuals ofsongs:1. The first way is through ILLUSTRATION. This is where a song tells a story using aseries of illustrations that link to the lyrics being said at the current time. This isarguably the most effective way of creating a link with the song.2. The second way is to AMPLIFY the visuals. This is where the images that areshown add a extra layer of meaning to the lyrics, allowing the audience todevelop their own interpretations of the song.3. The third way, which is much rarer, is DISJUNCTURE. This is where the meaningof the lyrics in a song are completely ignored, and the video creates ac0mpletely different meaning.Relation Of Visuals To Song
In his theory, Goodwin also considered the technical aspects of a music videothat help to keep the entire thing looking professional, while the other keyaspects are put to work:1. The first way the technical aspects help is through the CAMERA. A variety ofcamera angles and shots must be used in order to keep the video innovative.2. The second way is through SOUND. This means that the video must match thepace and the rhythm of the song.3. The third way is through MISE-EN-SCENE. Several inner aspects of this areimportant, and can make or break a video. For example, the setting, costumeand props are all vital in creating a music video that conveys the message thecreator wants with the song they’re using.4. The final way is through EDITING. Changing the pace of clips, or adding certaineffects once the video is filmed can improve its quality and make it achieve agreater effect on the audience.Technical Aspects Of The Music Video
Andrew Goodwin also noticed 6 codes and conventions of a music video thathelp it to appeal to a wider audience:1. Relationship between lyrics and visuals (see slide 6)2. Thought beats (see slide 3)3. Genre related style (see slide 5)4. Close ups5. Voyeurism6. IntersexualityCodes And Conventions Of The MusicVideo
Close ups are conventionally used in many music videos, in order to furtherestablish a brand image for the artist, and to sell more of the artists’ singles.They are also often used in a voyeuristic manner with female artists, in order totry to attract more males to their videos, and sell more records. The male viewerwill like what they see, become attracted to the artist, and want to come backfor more, linking to the hypodermic syringe theory.The videos also often use voyeuristic angles to sexualise and fetishise women,and they often include a male person for the viewer to project their ego onto.Close Ups And Voyeurism
In many music videos, Goodwin noticed that the creator may link it to a popularpiece of media, so that more people are attracted to the video and notice it.Therefore, when people see this, they will enjoy the video more and want towatch more of the artist videos.IntertextualityFor example, in the musicvideo for ‘Movies’ by AlienAnt Farm, there is lots ofintertextuality from otherfilms that will appeal to thetarget audience of theband, therefore helpingthem gain a wider fan base.
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