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1. Olly Murs – Heart
Skips a Beat
Analysis of Andrew Goodwin's Music Video Theory
By Abdul Maajid

2. Lyrics&Visuals
Weseeamatchbetweenthelyricsandthevisuals
“Kiss and leave me on”
Uses hand gestures to kiss
“When we’re dancing”
Dances
“Heart skips a beat”
Show a vinyl disc
“Spin me around”
Spins lady around
“Just move me slow”
Walks on the spot
“We can’t let go”
Throws drum stick in air
This theory states that the lyrics of the song matches what is shown on the video:

3. Music&Visuals
Thereisarelationshipbetweenthevisualsandthemusic
Artist pretends to play
drums.
&
The music here cuts back
and forth to the drums
playing
Cuts to the beat of the
song
The three artists are seen
bopping their heads in sync
to the music.

4. GenreCharacteristics
Musicvideostendtohaveconventionsthatmatchestothe
genreofthesong
Casual style of clothes Bright coloured clothes Dancing
Cheerful emotions Bright weathered locations
The Genre of Olly Murs’s Heart Skips a beat is of the POP genre and there are many
conventions that represent this.
The song itself is a very upbeat and cheerful song which also indicates this.

5. FrequentLooking
Thereisanotionoflooking,eitherdirectfrequentlookstothe
cameraortoanaspectoftheMiseEnScene.
There are many times where you see the artist looking at the camera.
There is a notion of frequent looking. This is done to show a relationship between the
viewer and the artists, singing directly to the camera helps connect to us.

6. Promote/SellArtist
Thereisastylethattheartistiswantedtobeseenandsoldby,
andthisisusuallydonebytheir recordlabel
The first thing seen in the music video is
the Artist’s name and the title of the
song. It is written in a big font therefore it
stands out.
Within the starting of the video (First 10
Seconds) there are multiple shots of Olly
Murs, mostly of Mid Shots to Long shots.
This is a promotion of the artist as we
get to see him mostly and nothing else.
The artist and the song would be an
attraction to a younger audience
perhaps young adults and teenagers as it
sounds very upbeat and of the POP
genre something that would appeal to
them. The costume also looks something
young people would appeal to. Some
Teenage girls may also be a target
audience as his character and look
attracts them.

7. Intertexuality
Thereisoftenintertexualreferencestoaniconicfigure,which
mayhavebeenseeninfilms,TVprogrammes,musicvideosetc.
As there were no recognizable Intertexuality
within the video, I was able to identify the artist
that was trying to copy the image of another
artist. Olly Murs here seems as if he’s trying to
impersonate the look of Robbie Williams. He has
also been described as a similar artist to Robbie
Williams due to his costume, hairstyle,
characteristic etc.
Coincidentally there is also a song
that both the artists have featured
which is called ‘I wanna be like
you’