2. Binary opposites drive the story forward e.g.
black and white theme
Two categories: Performance and Conceptual
3 types of performance: song, dance and
instrumental performance
THE THEORY
3. The Commercial Exhibitionist - Someone who is willing to sell their own
lifestyle, voice and style to become famous and earn lots of money. They promote
stardom and do all they can to embody celebrity's and celebrity culture.
The Televised Bard - A singing storyteller. Rather than performing to
impress, Performance is shown in the form of audio-visual imagery and the
creation of poetry within images. Sometimes the bards (A Celtic poet who recited
and wrote poetry) perform in their own music videos but only because the visuals
are based around their unfulfilled wishes and dreams.
The Electronic Shaman - The electronic shaman embodies different characters
and shifts to be part of different scenes, For example walking in cartoon form or
having alter-egos. The voice of the electronic shaman is normally matched with
synthesised music and abstract video effects.
CHARACTERS
4. EXAMPLE
http://www.youtube.com/watch
?v=7_weSk0BonM
The clip is Leona Lewis – Bleeding Love.
She takes on the role of the ‘Televised
Bard’. The video depicts a story of a
group of women emotionally hurt by
their partners and thus being unable to
cope with the pain and ‘bleed love’.
Therefore the visuals describe the pain
felt by these women and the story of
them.
5. There are five aspects of music videos:
Thought beats
Narrative and performance
The Star Image
Relation of visuals to a song
Technical Aspects of Music Video
ANDREW GOODWIN
6. This is essentially seeing the sound in your head and taking into account the
things like the structure like chorus/verses etc. The uniqueness of the artists'
voice can offer a trademark that adds to the star image. The singing voice can
therefore be thought of as an instrument. Goodwin also argues that the songs
display a mode of address. The song can tell a story with the storyteller being
the artist, communicating to the audience.
THOUGHT BEATS
NARRATIVE & PERFORMANCE
Music videos often give a small snippet of a narrative and it up
to the audience to make their own interpretations. The artists
often lip sync to make it more realistic.
7. The artists’ star image is the development of their image and character. It
plays an important role in the production of the music video.
STAR IMAGE
RELATION TO VISUALS TO SONG
Music videos have three functions. To illustrate, amplify and
disjuncture. Music videos can use a range of images to illustrate the
genre and meaning of the song. Meanings and images are constantly
repeated to amplify the vision and have it drummed in our heads.
Disjuncture is when the meaning of the song is completely ignored
and the music video displays a different type of meaning.
8. This includes the camerawork, mise-en-scene, lighting, sound, special effects.
The lighting is essential to set the mood for the video. Rhythm gives the music
video a more entertaining vibe.
Source: http://www.slideshare.net/guestc6d43a4a/andrew-goodwins-theory
TECHNICAL ASPECTS
9. There are three qualities of a music video:
The star is a prophet
The star is a political commentator or narrator
The star is a mediator for social conflict
They divide into two categories: those with explicit political themes or the
revival of a traditional US film musical. The fantasy video is based entirely on
performance, the star is either in a mystical/medieval/exotic location.
Source: http://www.slideshare.net/habigail/deborah-holdstein
DEBORAH HOLSTEIN
