Goodwin's Conventions of music videos Frith's 3 typologies

1. What is a music video?
A music video is used to promote an artist or song. This helps the
artist to gain new fans and create a buzz for the singers upcoming
albums, tours or gigs. Music videos help artist/bands spread
awareness through fan bases or being able to send their music videos
through YouTube, Facebook and twitter.

2. Different purposes of a music video:
 To add meanings to lyrical content: visually
 To show an artist or bands talent: dancing, singing
 To promote an artist
 Synergy: To promote merchandise, clothing brands,cars,jewellery
 To engage the audience

3. Goodwin’s conventions of music
videos
 The theorist Goodwin states that, ”A music video is not primarily a
commodity form, but a promotional one.”
 He also listed that in music videos there is:
1. A relationship between the lyrics and visuals (with visuals either
illustrating, amplifying or contradicting the lyrics)
2. A range of close ups of the main artist/vocalist.
3. Use voyeurism ,most likely in the treatment of women
4. A different music video style for each musical genre, for example ,
Raunchily dressed women dancers dancing in a club using a green
screen room .

4. Friths 3 typologies'
 The theorist Frith placed music videos into 3 different
categories :
 Performance- It shows the audience a sense of “authenticity”
by using live performances or behind the scene footage of the
band or artist recording the single.
 Narrative- The video is linear (Beginning, middle and end)
.This is most common in songs about love.
 Conceptual-Metaphors are used to create a mood and gives a
range of different meanings.

5. Music video conventions of a pop
video
 Mise en scene:

6. Music video conventions of a pop
video
• shows off the party lifestyle in clubs,
house party's or on the beach
•Women are dressed raunchy to
appeal to the male audience
•Bright lights and colours-neon paint
•Dancers and choreography are in the
video to enhance the performance
concept of most pop videos
•Eccentric costumes and hairstyles to
give an artist a modern and trendy
look
http://www.youtube.com/watch?v=KlyXNRrsk4A
http://www.youtube.com/watch?v=4m1EF
MoRFvY
Katy
Perry:
Beyon
ce:

7. Conventions of a Rock Video

8. •Most rock videos include the band or performer playing on
their instruments to give an “authentic” feel .
•Close up on the main performer and instrument
•Shots of band performing
•Dark make up and costumes

9. Conventions of a Hip hop video

10. •Females used in videos as sex objects
dancing and dressing raunchily.
•Male rapper surrounded by his entourage
and females to show off his manliness and
womanising ways .
•Use of expensive cars, jewellery,beverages
and houses to flaunt their riches and
glamorous lifestyle so the audience want to
aspire to this.
•Videos mostly set in a club or in a
neighbourhood to show off their street
credibility.

11. Dancers in pink
flamingo costume-shows
fun,
embracing youth
and individuality.
An array of bright
colours in clothing
represents a lively
atmosphere and
links to the theme of
the upbeat song
Artist in middle of
camera; audience can
focus on her. Her
bright blonde hair also
can relate to the well
used saying that
,”Blondes have more
fun”
The mise en scene
is set in a house
rave .It makes the
audience feel like
they are present in
what’s happening.
The artist is wearing
bright red lipstick which
makes the audience
look at her lips as a
female’s lips in a sexual
manner .
Artist:Rita
Ora
Song:Party
Performa
-nce
video

12. This close up and
beauty shot allows the
audience to admire
the singers beauty
and creates a
“physical" connection
breaking the TV bond.
This follows Goodwin’s
conventions of the
male gaze.
The use of eye contact
and lip synching builds a
connection between the
singer and audience.

13. Showing bare legs partly
closed makes reference
to the idea of sex.
Bright coloured
clothing in
contrast to the
dark background
helps her stand
out. I like the use
of this and could
use it in my music
video .

14.  Costume changes
The
different
costume
changes
follows the
convention
s of a pop
video.
The artist is
promoting
different
clothing
brands
which is a
use of
synergy
within a
music video
The use of
showing the
artist torso
in minimal
clothing
gives a
sexual and
voyeuristic
appeal to the
artist.

15. The use of the
rabbit ears
connotes with
being sexually
promiscuous.
The use of her
being topless
shows her
vulnerability in
the relationship
in the song.

16. voyeurism
The use of the artist being topless with just fur
and knickers covering her shows her as a sex
icon and to be viewed as a sexual image. This
allows the male audience to gain sexual
pleasure from these images.

17. The use of the mans head in her arms
follows the lyrics , “Pills and potions
We're overdosing
I'm angry but I still love you” I like the use
of editing in this video and the use of the
green room.

18. The
visual
use of
pills
follows
Goodw
in’s
theory
of
illustra
tion.
I like
the use
of pills
in
replace
of eyes
which
could
connote
she’s
addicte
d to
drugs.
I love the
editing used in
the video .I find
it very
engaging.

19. Nicki Minaj is using this music video to self-promote
her perfume brand which is another purpose of a
music video known as synergy to promote
merchandise or brands.

20. Narrative video: Adele-Someone Like you
Use of
tracking shot
to follow the
artist’s story.
Set in Paris
which has
connotations
to love; the
artist is
walking
alone which
hints that
she has no
love interest.
The use of black
and white editing
gives an “Old” feel.

21. The editing
technique
of
superimpos
ition of
Adele’s
eyes
behind the
backgroun
d adds to
the idea
that she
id=s
reflecting
on her
past.

22. The use of
Adele looking
at the camera
establishes a
connection with
the audience.

23. The silhouette of the
man in the
background suggest
to the audience that
this is Adele’s ex-boyfriend
and this
concludes the ending
of him walking away
and the end of the
song.

24. Performance Music Video: Artic monkey’s –
Teddy Picker
Use of close up
on the band
playing their
instrument
reinforces their
talent.
Follows typical conventions
of a rock video as most
video’s emphasise their
musical talent .

25. Use of close
up on the
main singer.
Can be applied to Simon
Frith’s theory of
“Authenticity” by
showing the singer
rehearsing in the studio.

26. Again, this gives
their fan base an
insight into the
process of
rehearsing which
gives the audience
a connection.

27. Music performance video: Green Day-American idiot
The use of the
camera in this
shot gives the
message to the
audience that
media is an
illusion.It
breaks the
conventions of
the perfomance
being
“Authentic” but
gives the band
a rebellious
identification.

28. I like the
use of close
up on the
lead singer
which
emphasises
the issues
addressed
in the song.

29. The use
of the
band on
stage
gives it
an
authentic
feel and
creates
an
energetic
mood.

30. I like the
use of mise
en scene
and the use
of props
and the
performanc
e all in one
place . This
can be used
in my video
to save set-up
time.

31. The flooding of
green water adds
to build up in
crescendo in the
song to
emphasise the
frustration in the
lyrics at America.
I like the varied
use of wide
shots and close
up’s used in the
video.

32. I like the
use of
lightning in
the music
video on
the
drummers
face.