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Andrew Goodwin Music Video Theory

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Andrew Goodwin Music Video Theory

  1. 1. Andrew Goodwin Music Video Theory.
  2. 2. 5 Aspects of Music Videos:There are 5 key aspects audiencesshould look out for in music videos:- Thought Beats – Seeing the Sound- Narrative and Performance- The Star Image- Relation to Visuals to Song- Technical Aspects of Music Videos
  3. 3. Thought Beats: Seeing the Sound in your head…- Firstly, the music is to be looked at. We must take into account the structure of the song for the chorus/verse.- Secondly, the voice of the song. The artists voice is extremely unique and can form identification or trademarks that work well with the star image. Roland Barthes theory of the Grain of voice can be related to this. He sees the singing as an expressive instrument and therefore is able to make associations of its own.- Thirdly, Goodwin also points out the artists mode of address. Songs can be seen as stories and the artist – the storyteller, making the music video a two communication device, instead of telling the audience a story and them listening.
  4. 4. Narrative & PerformanceSongs fail to give us the complete narrative.We only tend to get a essence of the meaning of the song andthen tend to make up our own idea of what is being told.Goodwin explains that music videos should ignore commonnarrative. It is important in their role of advertising.Music videos should coherent repeatability. Narrative andperformance work hand in hand it makes it easier for theaudience to watch continuously without losing interest.The artist acting as both narrator and participant helpsincrease the authenticity however the lip sync and othermimed actions remain the heart of the music videos. Theaudience need to believe this is real.
  5. 5. Star ImageThe star image is another vital aspect of musicvideos. Meta narrative which is a big story thatportrays the development of the star overtime;it has an important part to play in the musicvideo process.
  6. 6. Relation of Visuals to SongIllustrate: Music videos can use a set of images toillustrate the meaning of lyrics and genre, this is the mostcommon visualisation.Amplify: This is similar to repeatability. Meanings andeffect are manipulated and constantly shown through thevideo and drummed into our vision.Disjuncture: This is where the meaning of the song iscompletely ignored. There are three ways in which music videos work to promote a song.
  7. 7. Technical AspectsTechnical aspects hold the music video together through the use ofcamera work, movement, angle, mise-en-scene editing, sound andspecial effects.Speed camera movement, editing, cutting and post production areall forms of use of camera.Lighting and colour help set moods and emphasise key moments ofthe song for dramatic effect.Mise-en-scene, the setting of music videos is vital, it needs to lookauthentic to attain professionalism.Beats, music videos use cuts to go with the beat or rhythm makingthe video more entertaining.

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