Andrew Goodwin's music video theory examples

1. Music video theory:
Goodwin
Bethany Heath

2. Hip hop/ Rap

3. Hip hop / rap
This particular genre makes use of the following codes and conventions:
Colour palette: These are mainly deep colours, such as blues, pinks and reds.
These particular colours can connote the meaning of the songs, for example the
colour red is the connotation of danger or love, which stereotypically are the
genre rap artists sing their songs about. It also makes this style of music open to
males and females.
Target Audience: generally teenagers from around the ages of 15 upwards,
males and females can relate to this style of music.
Typography: this differs between the male and the female artists, for example
Iggy Azalea has big bold writing of her name on the front cover of her album, as
well as Nicki Minaj, however the male artists focus more on their image rather
than the typography. Its usually small and they make use of calligraphy writing.
Media language: The shot types used are ranging between close ups and long
shots, again there is a difference in the male and female artists, this is because
female artists like to use their body and their image to represent their music,
whereas males use more close ups of themselves which promotes direct mode
of address and creates a relationship with the viewer.
Iconography: A good example of this is 2 Chainz album, as he has used a close
up of 2 chains around his neck, which is a representation of him as an artist and
the music he produces. Female hip hop / rap artists such as Nicki Minaj have
used more fun pictures, for example on the front of her album she is covered in
splashes of neon paint which connotes that she has a quirky side, as well as her
serious rap side.
Lighting: The female artists use bright lighting, which connotes their power in
society,
For example stereotypically females are usually the happier more brighter
individuals. The male artists use quite dull and dark lighting, which connotes their
power and authority, and makes them look meaner.
Setting: All of the album covers
are set in a studio based setting,
however on Eminem’s Digipak he
uses a naturalistic setting such as
the city buildings of Detroit. This
can make the artists approach
seem more realistic and down to
earth.
Costume: male rap artists like to
wear a lot of bling, and heavy
coats such as real fur or real
leather jackets. This connotes
how wealthy they are, it makes
them look superior. Female rap
artists usually go for unique and
bold outfits, for example Iggy
Azalea wears a multicolored
jumpsuit.

4. Indie Rock

5. Colour palette: The colours for this genre are mainly dark blacks,
whites, or deep purples and greens. This is a representation of the
music indie bands produce, it’s quite dark and alternative. But also has
lot’s of meaning behind it and hidden messages.
Target audience: Usually around 16-25 years, as most of the music has
a sensual / intimate theme to it.
Typography: The fonts used are quite abstract, the font is either really
large or really small, for example Two Door Cinema Club use an impact
font, but they change the O’s and the C’s, and make their own identity
using this.
Media language: The shot types are usually between mid shot and long
shot, this is because it creates a sense of mystery, as direct mode of
address isn’t being used so it creates a tense atmosphere and portrays
them as quite mysterious characters.
Iconography: Very little Iconography is used, it’s quite minimalistic
however Two Door Cinema Club interpret a cat with green eyes into the
typography of their album which gives them a unique sense of style and
approach.
Setting: The setting for this genre are quite diverse, as The 1975 have
opted for a studio based setting, which gives them a minimalistic sleek
kind of style, whereas The Kooks have gone for a naturalistic style, they
are stood outside of a nightclub, in a group talking amongst themselves,
this connotes that they are cheeky and fun and youth orientated.
Lighting: The lighting used is very dull and dark, which gives it an egdy
feel, like there is a dark twist in the album or the songs are very solemn
or elegant and sinister.
Indie Rock
Costume: The costume looks
very laid back and minimal,
however the females on the
front covers wear very little,
and show their bodies off
which communicates that
they can be seductive and
that they can dominate
others. Whereas The Beatles
go for a classier and smarter
look and are all dressed in
suits, which connotes that
they mean business.

6. Pop

7. Pop Colour Pallette: The colours used are quite fun and playful colours, such as
blues, pinks and purples. This suggests that the artists are young or their
target audience for their music could be teenagers. However Taylor Swift’s
colour scheme is yellow and white, which suggests her purity and
innocence, which again can relate to teenagers.
Target Audience: For this kind of pop music, the target audience is around
the ages of 10- 18 years old, as they sing about things that this age group
can relate to such as young love and rebelliousness.
Typography: The fonts used are quite big and bold, which shows their
importance and dominance. However some of the artists such as ke$ha
have decided to put their own personal spin on their artist name to create
more of an identity or brand for themselves.
Media Language: The shots used are mainly between long and mid shots,
which shows off their whole body, however Ke$ha uses a close up of her
face which portrays her as a strong dominant character compared to the
others. Also some of the writing refers back to the target audience for
example “Cant be tamed” shows that Miley Cyrus is wild, rebellious and
your average teenager.
Iconography: Katy Perry uses a lot of this, she is pictured lying naked on a
bed of candyfloss, this is a connotation that Katy is seductive but sweet and
feminine at the same time. Whereas Kylie is dressed in a white leotard with
black string wrapped round her legs, in a provocative position. This portrays
her as an independent immodest young woman. It also invites audiences
in, as she is using direct mode of address.
Setting: The settings are usually
studio based, which makes the
artists look profound and
professional. However Katy Perry
uses a naturalistic theme with
hyperrealism.
Lighting: The lighting for the
studio based covers are very
monochrome or bright white,
which keeps it simple however for
the naturalistic setting, the
lighting is bright and energetic,
making it stand out to the others.
Costume: The females wear very
little clothing, portraying them as
sexual idols to males and
females, as they are very
feminine and sexy. It gives them
more to them than just their
music.

8. Rock/ metal

9. Rock /
Colour Pallet: The colours used are very dark and deep colours such as metal
reds, purples and blacks. Red is the colour of blood and fire, which gives the
album covers a very sinister and passionate feel. The black contrasts well
with the red giving connotations of power mystery and evil. Which is what the
songs of this genre usually involve.
Target audience: This would be around the ages of 16-30 years, Rock music
is quite eccentric and mature, and very deep and emotive.
Typography: The fonts used are quite gothic and noticeable, they stand out
from the rest of the cd cover, they make an impact of importance on the front
cover.
Media language: Most of the shots used are long shots, as it features the
whole band, however most of the rock bands use symbols and iconography
to represent themselves.
Iconography: This is a big part in rock metal bands, they all use iconography
to portray themselves to their audiences. For example Def Leppard have
used the classic triangle and a skull, which makes them look fierce, fiery and
angry. Guns n Roses use a cross with 4 skulls at each end, which connotes
that they have rebelled against the norm, and they have broken the rules.
Which links in with the type of music they produce, as it is very heavy and
reckless.
Setting: They are all in a studio based setting, and if not it’s usually just a
plain black background so their iconic band symbol is made clear and
recognisable.
Lighting: The lighting is always dark deep black and red colours to
compliment the colour scheme used, it makes them look mysterious and evil,
drawing in their audience.
Costume: ACDC are
dressed in casual wear,
however the main man
at the front is wearing a
velvet suit jacket, with a
black hat with silver
horns sticking out, which
connotes him as the
powerful leader, almost
like the raging bull of the
pack. Which makes him
the idol for the bands
fans and audience.

10. EDM

11. EDM
Colour Palette: The colours used are a mix of all different colours, there are
blues, yellows, purples and blacks. Because of the variety of colours it
connotes that electronic dance music artists can really put their own style
into the music they produce, instead of following the conventional rules that
are usually put in place in other genres. For example the artist “ M I A “ uses
a variety of colours put together whereas “ Martin Garrix” has a
monochrome colour, which makes M I A ‘S album cover more eye grabbing.
Target audience: This is usually 17- 30 years, as EDM is typically played in
night clubs and raves, and is music for parties and dancing.
Typography: Some EDM artists like to keep it simple, for example Martin
Garrix uses an Ariel Black type of font, which fits in with his monochrome
minimalistic cover, whereas M I A uses funk abstract lettering, which could
be because she is female and is stereotypically more fun and quirky.
Media language: The majority of the shots are close ups of the artist, which
connotes that they might not be well recognised within the industry yet, so
being on the front cover of your album will build more of a fan base around
the actual artist.
Iconography: M I A uses iconography on her album cover, she uses
hyperrealism with the animal print rips on the front, giving connotations that
she is wild and untamed the same as wild animals. Also Tinie Tempah uses
it on his album cover, to make him look like he’s in out of space, which will
attract the attention of his audience, as it is surrealism.
Setting: The settings are mainly studio based, however Flo Rida is pictured
next to a bank full of money, this is a key connotation of how wealthy and
rich he is, it makes him look important and valued in society.
Lighting: The lighting is a
mix of bright and dull, for
example Martin Garrix uses
bright lighting on his face, so
it stands out from the black
background.
Costume: The costume is
usually casual clothing, Flo
Rida wears a black vest, to
show off his muscles and
his built body, as it makes
him look superior and
gangster.