1. Theory of music videos
Just like magazines, music videos also contains theories
that helps us to look more distinctly and clearly into them
through which we get to know or understand every little
element present in them. 6 of the theorists assisted us in
exploring more into music videos and expose the mini
things present in them. The music videos I am choosing
are:
DJ snake-Taki Taki ft. Selena Gomez, Cardi B and Ozuna
Selena Gomez-Look at her now
Maroon 5-Girls like you ft. Cardi B
2. Andrew Goodwin
Andrew Goodwin was a theorist who mentioned different elements
that music videos features, in his book so that the audience can easily
understand the connotation and denotations of the music videos and
also to help out the music video directors while shooting them. I
would be mentioning almost all of the characteristics in my music
videos that Andrew Goodwin talked about.
3. Genre Characteristics
Andrew Goodwin in his theory stated about
genre characteristics which are the main
theme on which the music videos are based.
It is a style or an art category which
differentiates music videos.
Taki Taki’s genre is dance/electronic.
Girl like you and Look at her now’s genre is pop
but Look at her now has dance too.
4. Relationship between lyrics and visuals
Relationship between lyrics and visuals is again a characteristic which shows
us how the graphics of a music video portrays what is being said in the lyrics
where you see the same emotion put by the artist.
This is taken from Taki Taki where the whole mise en
scene is reflecting the lyrics.
5. Relationship between music and visuals
This characteristic shows how the beat and tone of the music synchronizes
with the visuals in a music video.
This screenshot is taken from Look at her now where the beat of
the music is synchronizing with the visuals as the light and the
moves are accompanying the music
6. Close ups
Close ups allows the record label to encourage a set
image of an artist which will help the audience to
identify them. They also distinguishes an artist’s facial
expressions which practically throw light on what an
artist is trying to narrate to the audience like here, all
of these close ups can tell the mood of all three
performers.
Look at her now Girls like you
Taki Taki
7. Notion of Looking
Notion of looking could have two meanings. It
could be used in voyeuristic treatment of a
women body and it could also mean that an
artist looks direct into the camera to make a
connection with the viewer or audience.
Here in both of these music videos, the artist is breaking
the forth wall and looking straight into the camera,
making a connection with the audience.
Look at her now
Taki Taki
8. Voyeurism, Women objectification
This is a characteristic which was talked by both Laura Mulvey who is one of
the theorist too and Andrew Goodwin. Other two videos didn’t consist of
voyeuristic elements except for Taki Taki where women are leaning on the
singer just to amuse or satisfy him. Voyeurism holds nudity which is exhibited
in music videos where women are kind of objectified and displayed as items
to gratify or please men by showing off their bodies as shown above.
9. Dream Like
This characteristic is all about those impossible elements seen in a music
video which we can only dream about like this one taken from Taki Taki.
The erupting volcanoes and the eerily hot fire emerging from behind and
the fake horrific cracks without any doubt shows how unrealistic this is
and it could only be possible in a dream.
10. Sven E Carlsson
Performance Clip
Sven E Carlsson is a theorist who states that performer falls into three types of performance, Dance
performance, Song performance and Instrumental performance where the video mainly focuses on the
artist or the performer.
In both of these music videos, the singer is seen dancing and performing tooTaki Taki Look at her now
11. Commercial Exhibitionist
Commercial exhibitionist expresses how artists presents
their selves through performing. In this, their way of
dressing, mood and lifestyle is mainly exhibited along
with the posture of their bodies.
In both of these music videos, performers are shown following the trend of
their genre of the music while showing mismatched lifestyles.
Taki Taki Look at her now
12. Light on Performer, Fashion,
Photography Art
This is a theory by John Stewart which is mostly
about making the artist spontaneous or the center
of attention and identifying the fashion or trending
vogue.
In these screenshots, the artists are mainly being
the focal point as light is striking over them and
an exquisite fashion sense is being displayed.
John Stewart
Look at her now
Taki Taki
