2. 1. Thought Beats (seeing the sound)
• - We must first look at structure of the song (chorus/verse) as this
could affect the placement of scenes. As well as this, the artists
voice could be unique enough to the point it creates an identity
itself, therefore affecting how the lyrics impact on narrative.
Goodwin also expresses the different mode of address (e.g. a song
could be a story with the artist as the storyteller, which makes the
music video a secondary communication device.)
3. 2. Narrative & Performance
• - Song doesn't completely explain narrative, we generally form our
own hypothesis on what the song is about. Music videos should
avoid common narrative as something new and innovative is good
for advertising. Music videos should aim to be repeatable, if
narrative and performance collaborate well it will make it easier for
the audience to enjoy and watch again without getting bored. Lip
sync and other mimes actions are what make the video, therefore
they need to be perfected so the audience believe them to be real.
4. 3. The Star Image
• - Star image is important as it is what people will remember the
artist as (e.g. Elvis in his white suit, or Michael Jackson for his
dance). A meta narrative can be built over time as the artist
develops, this in itself can have an impact on later music videos.
5. 4. Relation of visuals to song
• - Illustrate: use a set of images to demonstrate the meaning of the
lyrics/ its genre. This is the most common of the three methods.
- Amplify: meanings and effects are manipulated multiple times and
regurgitated to make sure it sticks in the audiences head.
- Disjuncture: The meaning of the song is completely ignored (the
audience will likely form there own hypothesis on the 'real' meaning
of the song).
6. 5. Technical aspects of music video
• - This is what brings the video together, complete composition
(camera, mise en scene, and editing). Camera relates to the
movement of it, as well as shot types, overall it allows us to actually
get the raw footage. Mise en scene refers to lighting, props, color,
overall setting the emotion of the scene and helping to give sense
to narrative. Lastly, editing revolves around post production
methods, which include cutting the footage and adding any
graphics or effects (e.g. titles, or slow motion).
