Goodwin’s Theory• Links between lyrics and visual• Links between music and visuals• Genre Characteristics• Intertextual references• Notion of looking• Voyeurism (direct gaze, others looking at artist, insight intoartist’s life, screens and mirrors).• Demands of the record label (representation of the artist).• Performance, narrative or concept based music video.
Lyrics and Visuals.• Goodwin suggests the lyrics make constant references to what we see in the music video. Using the visuals to reinforce what the artist says in his lyrics. In this particular music video, there is an example of this, in one of his lyrics Kid Cudi says: “People tell me slow my road”, whilst he says this everything around the artist goes into slow motion whilst he is still in normal speed. There is another example where the lyric is “If I fall if I die” at this point you see a cork from a bottle of champagne fall to the floor.
Genre Characteristics.• Genre characteristics are certain traits which are associated with a particular music genre. Hip-Hop characteristics for example are the artist showing their wealth, jewellery, expensive clothes and being around good looking girls.• In this particular video there are a few evident genre characteristics, one is the fact he is at a party at drinking with lots of people and girls, another is that on several occasions he shows the camera his jewellery.
Notions of Looking.• Notion of looking plays on the idea of gaze and the way someone in particular is seen. This is seen in allot of music videos where according to Goodwin women are presented as objects.• It is clear to see that notion of looking is evident, there are several examples of this, one of them is there is a DJ, who is a women, takes a big vinyl record out of it’s case, the case is actually the album artwork for Kid Cudi’s new album.• Another example is where they pop some champagne and it gets women wet, this then cuts to the women reacting, causing the audience to look.
The Demands of the Record Label.• The demands of a record label can range in what they want the artist to do, and what to include in the video. Some record labels like to use some of there music video to promote brands by having the artist use it., and would charge to do so• A clear example in this music video is where the DJ takes out a vinyl record from an album whose cover is the album cover for Kid Cudi’s debut album.• Another, less obvious one, would be the addition of Drake into the video for no apparent reason, as he does not perform on the track. The record label may have done this to show people that he is close friends with a popular artist.
Narrative and Concept Based.• Narrative and concept are part of Goodwin’s theory and this is what makes up a music video. There is very little performance in this video, as the lyrics are strong enough to tell a story without it actually be shown.• The narrative is a linear one where it goes from point A to B, but it’s enhanced by the lyrics, it tells a story and is open to interpretation.
Implications.• This is a only a short list of Goodwin’s theories, but it has enabled me to gather a clearer information on what actually makes up a music video, and ensure that we get the visuals right so the lyrics enhance what the viewer see’s.• We understand that there are certain characterises we have to follow to make our video look professional and believable.