Andrew Goodwin proposed six principles for analyzing music videos: genre characteristics, relationship between lyrics and visuals, relationship between music and visuals, iconography/artist image, voyeuristic treatment of female bodies, and intertextual references. The video for Rita Ora's "Shine Ya Light" displays characteristics of the pop genre like bright colors and focuses on Rita Ora. Specific visuals, like motorcycles with flashing lights, amplify lyrics like "Shine Ya Light." Strong cutting between scenes keeps the visuals and music well-aligned. Rita Ora's distinctive features and close-ups create her star image, and her revealing clothing and dancing could be seen as treating her body voyeuristically. Her style

1. Andrew Goodwin’s theory

2. Principles
Andrew Goodwin suggested there were 6 main principles
amongst music videos these are;
O Genre characteristics
O The relationship between lyrics and visuals
O The relationship between music and visuals
O Iconography/artist image
O The voyeuristic treatment of the female body
O Intertextual reference

3. Rita Ora – Shine Ya Light
This is the video I will be applying Andrew Goodwin’s
theory to.

4. Genre characteristics
In order for music to be identifiable each genre of
music has different characteristics. The video for
‘Shine Ya Light’ contains characteristics of a pop
genre e.g.
O Bright colours
O Focus on the artist
O Trendy, stylish outfits
O Fun & happy atmosphere
O reference to love
O Narrative based

5. The relationship between lyrics and visuals
At 1:30 Rita is amongst a crowd mainly
of children and is encouraging them to
be happy and have fun. All the kids
have their arms in the air and appear
to have been given a boost of
confidence which could be what Rita
meant in her lyrics ‘set the world on
fire’. This could have meant you can be/do anything you want.
The world is your oyster.
At 2:26 the lyrics are ‘Shine Ya Light’
and Rita is in the middle of a road at
night with mainly motorbikes behind
her all of which have their blue flashing
lights on and their headlights.
Therefore these visuals amplify the lyrics.

6. The relationship between music and visuals
The music could be shown to illustrate, amplify, contradict the
visuals or cut in time to the music.
There is a strong relationship between the music and the
visuals which is evident in the music video through the use of
cutting. Throughout the music video there are a number of
cuts where one scene is being shown and then its cut to
another scene in time with the music. As a result the visual
and the music is strengthened as both are working together
and the music isn’t seen at any point to be contradicting the
visuals, making the overall music video more succinct and
therefore more enjoyable/engaging for the viewers. If the
music video wasn’t succinct there could be a risk of the music
video appearing to be produced by an amateur which could
have led to less popularity regarding the actual music
therefore its vital there is a strong relationship between the
music and the visuals.

7. Iconography/artist image
In order to create a star image the
Artists record label will ask Rita for
lots of close ups
Rita Ora has a strong star image as she is recognisable and
appears powerful/strong in her music videos. She also has
Distinctive features which are apart of
Her identity which also help to
strengthen her image as an artist these
include, red lipstick and bleach blonde
curly hair.

8. The voyeuristic treatment of the female body
This is when the female is objectified so that the male viewer
is satisfied (male gaze)
An example of the voyeuristic treatment of the female body in
the music video ‘Shine Ya Light’ is when Rita Ora is on her
own with a city setting behind her and she appears to be
wearing clothing which is quite revealing as she has a lot of
flesh on show. There are also quite a few close ups of her
body as she is dancing to the music which could also be
considered as voyeuristic.

9. Intertextual reference
Intertextual references refer to using ideas from already existing
material such as TV shows, games, films and other music videos.
In terms of intertextuality Rita Ora’s appearance seems to be
similar to other artists that are part of the hip hop genre for
example Kanye West who is part of the hip hop genre is regularly
featured wearing heavy gold jewellery and he is said to wear
‘gangster’ clothing, stereotypically these features are said to be
part of the hip hop genre. Both of which Rita Ora is seen to be
wearing in her music video, ‘Shine Ya Light’ which makes her
appear strong as a person but her clothing choices still make her
quite feminine.