2. Andrew Goodwin states that a music video is very useful for understanding how to
construct a product that follows the codes and conventions. He states that all music
videos have some , or all of the following 6 points;
1. Relationship between lyrics and the visuals. The visuals illustrating, amplifying or
contradicting the lyrics.
2. A relationship between music and visuals with the visuals illustrating, amplifying or
contradicting the music.
3. Genres are complex and diverse in terms of music video style and iconography
4. Record companies will demand a lot of close-ups of the main artist or vocalist ( for
promotion)
5. Voyeurism is present in many music videos, especially in the treatment of females,
but also in terms of systems of looking. Some examples are screens within screens,
camera, mirrors etc…
6. Likely to be intertextual references, either to other music videos or to films and TV
texts, these provide further gratification and pleasure for the viewers/fans.
4. In the music industry the most conventional between all of
the genres is that the music video tend to revolve around the
artist so that it helps the audience identify the star persona
and create a narrative around them. With the Beyonce video
its conventional with pop music videos as the mostly
performance based music video revolves around the artist
with little narrative.
5. With the music on the Beyonce ‘Halo’ music video has no
harsh cuts they all seem to flow together smoothly which is
linked with the music, the beat in the music isn’t harsh its
soft and flows therefore if harsh cuts were used it wouldn’t
work well with the music video.
6. In Beyonce’s ‘Halo’ music video the use of closeups of the
artist, this sells the artists as a ‘product’ which comes as a
media package with the song which is very conventional in
pop music genres.
7. The artist and her partner in the music video show voyeurism
as the shots are very private and personal between the 2, this
is shown by a series of closeup shots that help emphasise the
passion they have for each other in this video.
8. With intertexual referencing for this music video, there are a
few references from other Beyonce music videos, as in ‘Single
Ladies’ she is seen in a black leotard with stockings and heels
and in ‘Halo’ she appears to wear a similar outfit in a dance
studio.
Beyonce - Halo Beyonce – Single Ladies
