2. The 6Things to Apply to MusicVideos
1. Genre Characteristics
2.Visuals and Lyrics
3.Visuals and Music
4. Demands of the Record Label
5. Notions of Looking
6. Intertextuality
3. Genre Characteristics
These are typical conventions of music videos that recur over different genres.
Example: Dance routines in pop songs
4. Visuals and Lyrics
There is usually a link between the lyrics and what the viewer is seeing on the screen, the aim of
this is to:
- Illustrate the message behind the lyrics
- Add alternative interpretations and additional meaning to the lyrics
- The visuals can deliberately contradict the lyrics for artistic purposes
Example: ‘Anaconda’ by Nicki Minaj uses metaphors,
but the jungle setting interprets the
lyrics literally.
5. Music andVisuals
There is a relationship between the music and visuals which again aims to:
- Illustrate
- Amplify
- Contradict
Example: Playing the instrument heard in the track
– Seen in ‘Sound of the Underground (Girls Aloud)
https://www.youtube.com/watch?v=V9Wv4SCBiTE
(Skip to 1:17)
6. Demands of the Record Label
Creating a brand identity is important when it comes to star image and ultimately selling
records, especially to the label the artist is under.
The artist often creates motifs unique to themselves so audiences will associate that with
their music.
Example: Michael Jackson wore a sequin covered glove throughout many defining
moments of his career, therefore the glove is a common first thought when one thinks of
Michael Jackson.
7. Notions of Looking
Frequent reference to the notions of looking:
- Mulvey’s ‘Male Gaze’Theory
- POV Shots
- FramesWithin Fames
8. Intertextuality
Makes references to other media texts, such as films andTV programmes.
Example:
‘Fancy’ by Iggy Azaelia takes several mise-en-scene elements from the 1995 film ‘Clueless’,
including costume choices and the school setting.
12. Applying Goodwin’sTheory
Standard Genre Characteristics
(Dance Routine – Skip to 0:56)
Music andVisuals
(InstrumentsShown Being Played – Skip to 1:17)
Lyrics andVisuals
“Sound of the underground” is Sang as itShows
Them Performing in an UndergroundStructure.
https://www.youtube.com/watch?v=V9Wv4SCBiTE
13. Bon Jovi – Livin’ on A Prayer
Genre Conventions
-Lip Syncing
-Made to Look Like a Live Performance
-Special Effects
-Eye Contact With the Audience
Goodwin’sTheory
-Visuals and Lyrics
-Visuals and Music
15. Applying Goodwin’sTheory
Visuals and Lyrics
The music video shows the band together, and the
lyrics have an alternative interpretation to be about the
band sticking together whether successful or not.
"We've gotta hold on to what we've got.
It doesn't make a difference if we make it or not.
We've got each other and that's a lot.
For love we'll give it a shot."
Music and Lyrics
Instruments shown being played live at the
same time they are heard on the track.
16. Dr. Dre – Still D.R.E
Genre Conventions
-Lip Syncing
-Eye Contact
-Genre Specific Props
- Special Effects
Goodwin’sTheory
-Notions of Looking
-Music andVisuals
18. Applying Goodwin’sTheory
Notions of Looking
-Mulvey’s ‘Male Gaze’Theory.
Music andVisuals
-Visuals change at the same time as the beat.
The majority of the audience
for hip-hop music are male,
so women are heavily
sexualised so the video
appeals to men.
Watch Between
0:30 and 0:40
https://www.youtube.com/watch?v=_CL6n0FJZpk
19. Conclusion
Although each of these three videos are by very different artists creating
music of very different genres, Goodwin’s theory has showed that there are
similarities across all types of music video.
