2. So as to create a music video that is believably within the pop genre – I shall analyse 3
real products:
• Britney spears, “Baby One more time”
• Ella Eyre, “If I Go”
• Avril Lavigne “What the Hell”
I will be using Goodwin's music video analysis theory to analyse these products.
Goodwin Theorised:
1. Music videos show genre
2. There is a relationship between lyrics and visuals
3. There is a relationship between music and visuals
4. The demands of the record label will include the need for lots of close ups of the artist
(so as to sell the artist, and create recognition) and the artist may develop motifs which
recur across their work - The artist may develop a certain visual style as a trademark.
5. There is frequently reference to notion of looking (screens within screens or
telescopes) and particularly voyeuristic treatment of the female body
6. There is often intertextuality - references to films, TV programs and other music videos
3. Ella Eyre and actors in the video
wear clothing typical of today’s
fashion, e.g. co- ord shirt and slim
cut trousers, trainers, as well as the
male actors wearing baggy sports
trousers, trainers and caps – this
again represents the current
fashion.
The majority of the video is in high
key lighting.
4. Ella Eyre’s music video generally incorporates
contradicting visuals as the song is about
leaving a loved one , “If I got will you love me
til I come back” however the entire video is
shot in one room, around each wall so instead
there is no sense of escape as the artist is kept
within a room walking on each wall – giving
the sense of a cycle also.
5. The visuals in Ella Eyre’s video are in general
illustrative as during the quiet beginning of the
song, as the audio loudens the room becomes
brighter, also each cut is on beat and the editing
matches the beat changes in the music – this makes
watching more pleasant as the audience can keep
up with both the audio and the visuals at the same
time.
6. .
The only close ups within the music
video are of the artist, establishing
that she is the face of the video and
this labels the product as that of Ella
Eyre’s as the dancers are shot at a
longer range
7. Ella Eyre, while not costumed to fit the male gaze, is shot in positions such as lying on her
back, this position represents sexuality and also places the artist within the male gaze,
whilst the males are positioned more dominantly. Also the framing of the shot, within the
square room makes the video look as if it is on a television screen as if the artist is stuck
within the room.
8. While I can not find any references to other
products, this product is based around a love
triangle that the artist feels trapped in, hence
seeing the artist and actors performing on all
four sides of the room, and the whole video
being shot in the one location, the cycle
begins to become more chaotic to where the
room is seen spinning.
