Andrew Goodwin’s 6 features ofa music video1. There is a relationship between lyrics and visuals. The lyrics are represented with visuals.2. There is a relationship between music and visuals. The tone and atmosphere of the visuals reflects that of their music (either illustrate, amplify, disjuncture) Illustrate: music videos can use a set of images to illustrate the meaning of lyrics and genre. This used to be very common. Amplify: The meanings of the song are added to by the visuals. The visual aspects add an extra layer of meaning. Disjuncture: This is where the meaning of the song is completely ignored.3. Music videos demonstrate genre characteristics.4. The demands of the record label will include the need for lots of close ups of the artist and the artists may develop motifs to recur across their work.5. There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body.6. There are often intertextual reference (to film, tv programmes, other music videos etc.)
Relationship between lyrics andvisuals ‘From what I heard she ‘She got one of got a baby by Busta’ your kids’ ‘Get down girl, go ahead get down’ (girl dances in a downward motion)
Within Kanye West’s music video there are clear links between the lyrics and visuals which demonstrates Goodwin’s theory. The lyrics are talking about women in a rather sexist manor, portraying them as ‘Goldigga’s’ as the title suggests, this is shown throughout the video with women in sparse clothing dancing trying to catch the attention of the wealthymales.
Relationship between musicand visuals Throughout the video, the editing is timed with the music helping the video to flow, and look appealing to the viewer. The moves of the actors and stars in the video also matches the beat of the music. Once again this allows the video to flow, and also makes the video look professional.
Music videos demonstrategenre characteristics This music video is categorized as rap/R&B. It contains close ups and medium shots of the performers but also women who are portrayed as sex objects. The theme of sex and money is very apparent in the rap/r&b genre and is a significant idea that runs throughout many videos and lyrics within the genre. It also contains a large range of editing cuts between performance and narrative shots – which include shots of the artist singing/rapping into the camera. The male’s in the video are dressed in smart clothing and gold jewellery which signifies wealth. Whilst the women are dressed in minimal clothing. Although the women are dressed in minimal clothing, they are made to look glamorous through the use of perfected make up and hair styles. All of these point are generic conventions of a rap/R&B music video.
Demands of the record labeland visual style Throughout the video there is continuous use of close ups of both Kanye West and Jamie Foxx who are the stars of this video. This is a demand of the record label as they need to promote their artists as much as possible, so given them a large amount of screen time, with close ups/mid shots of just them in a frame to place the attention solely on them.
• Both stars are wearing smart clothing with jewellery which connotes wealth, this promotes the artist to show they are part of the R&B genre Throughout the video Kanye never looks into the camera, this is a motif of his as throughout his work he generally wears sunglasses or does not look into the camera, this adds a sense of mystery which is a characteristic of the genre also.
Notion of looking The females throughout this video are all presented in a voyeuristic way. They are all dressed in minimal clothing with the camera, moving up and down their body in mid-shot frames to direct the viewers attention to their body.
The frames throughout the video are very sparsely populated with the majority just having either the star or a female in the frame without any background action. This presents the notion of looking as it directs our attention to the person in the frame rather than perhaps something that is occurring in the background.
Intertextual references In the video there are references to magazine front pages and articles through the use of the text on screen. It portrays the women as sex objects once again by connoting the idea perhaps that they are in a glamour/male magazine.
Also the beginning of the videoshows the title of the video and who itis directed by, this is a reference tofilm and implements the idea that thevideo is a short story/film.