1. Andrew Goodwin
(1992)
A mediatheoristwhowrote abookcalledDancinginthe DistractionFactory.
In thishe suggestedthatthere are:
6 keyfeaturesof amusic video
5 waysto analyse amusicvideo
6 keyfeaturesof a music video:
1. Music videosmore oftenthannottendto include ademonstrationof typical genre
characteristics.
For example:avideoof astage performance istypical fora metal video,adance routine
typical fora boy/girl bandandbikini cladwomenbyapool and flashysportscars ina rap
videoMusicvideoscanalsolinkto filmgenres,thisisknownasintertextuality.E.g.many
heavyrock songsare influencedbyhorrorfilms
2. There are frequentreferencestothe notionof lookingandthe voyeuristictreatmentof the
female body.The notionof lookingincludesmenorwomenbeingportrayedseductivelyorif
there iseye contact withthe camera.
The notionof lookingcanalsobe referencedbythe use of props.E.g.Mirrors, television
screens,cameras,telescopes,binocularsandmagnifyingglassesare all referencesto,these
are commonlyused.Voyeurismiswidelyusedtosell the artist’smusicthroughsex appeal,a
recentexample beingMileyCyrus.Voyeurismtodayisonlyshownatone angle.Youdonot
see a male doingthat,onlywomen.
3. There isa relationshipbetweenlyricsandvisuals.The lyricsare representedwithimages,
(illustrative,amplifying,andcontradicting).
4. There isa succinctrelationshipbetweenmusicandvisuals.E.g.eitherillustrative,amplifying,
contradictingthiscan be seeninkiller/papawasarollingbyGeorge Michael
5. The recordlabel whichthe artistisassignedtotendsto have certaindemands.Theyoften
include the needforlotsof close upsof the artist and the artistwill have avisual style which
recurs acrosstheirwork.E.g. Anexample of avisual style couldbe LadyGaga as she is
alwayswearingquirkyclothesthe “4thwall”isbrokennearalwayswhenthe videoisa
performance.Thisisdirectaddressandseemlike theyare singingtous.
2. 6. There are oftenintertextual references(tofilms,TV programmes,othermusicvideosetc.)
Audiencesenjoyknowingthe „injoke‟.E.g.Destiny’sChilddoingIndependentWomen
referencingCharlie’sAngelsWill SmithdoingMeninBlackfor the filmMeninBlack
IntertextualityinThe WombatsvideoforMyCircuitboardCityreferencingavideogame.
5 ways to analyse a music video:
Thoughtbeats – where you‘see’inthe sound.
1. Step1 – to lookat the musicitself.We musttake into accountthe structure of the song.
2. Step2 – the voice of the song.The artist’s voice is extremely uniqueand can form
identificationortrademarksthatwork well withthe starimage
3. Step3 – Goodwinpointsoutthe artist’smode of address.Songs canbe seenasstoriesand
the artist the storyteller,makingthe musicvideoatwocommunicationdevice –themtelling
us a story andwe listening.
2.
Narrative andperformance:
Songsfail to give usthe complete narrative.
The audience only getthe gistof a songand we tendto make up our ownideaof
the story that isbeingtold.
Music videosshould have coherentrepeatability. Narrativeand performance work
handin handits make iteasierforthe audience to watch overand overwithout
losinginterest.
The artist/actingas bothnarrator and participant helpstoincrease authenticity
howeverthe lipsyncandothermimedactionsremainshe heartof musicvideos.
Audience needtobelieve itisreal
3.
The star image isanothervital aspectof musicvideos.
Meta narrative has an importantpart to playin the musicvideoproductionprocess.
How isthe ‘star’ represented
4.
Relationof visualstosong there are three waysin whichmusicvideosworktopromote a
song:Illustrate–thisiswhere the musicvideosusesasetof imagesto illustrate the meaning
of the lyricsandgender.(Mostcommon) Amplify –The meaningsandeffectsof the song are
manipulated andconstantlyshownthroughthe videoanddrummedintoourvision.
Disjunctive–thisiswherethe meaningof the songiscompletelyignored.
5.
3. Technical aspectsof a musicvideo.Technical aspects are the fourtechnical elements that
holdthe videotogether:Mis-en-scene,editing,soundandspecial effects,andspeedand
camera movements.
