This document provides an analysis of the music video for "Matters At All" by the band Kids in Glass Houses based on William Goodwin's theory of music video analysis. It discusses how the video demonstrates genre characteristics through both performance shots and narrative elements. It analyzes the relationships between the lyrics, music, and visuals, finding them to be generally illustrative and amplifying. Close-ups of the artist are used frequently as demanded by record labels to introduce the band and sell their image.

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Music Video Analysis
Kids in Glass Houses – Matters At All
By Louise Fisher, Jake Lovelace, Joely Holder and Maria Kakoulli

2. + Goodwin’s theory applied to Indie/Indie
Rock.
William Goodwin identified 7 key ideas that we should look for to identify, he
said:
1. Music videos demonstrate genre characteristics (e.g. stage performance in
metal video, dance routine for boy/girl band.)
2. There is a relationship between lyrics and visuals. (either
illustrative, amplifying and contradicting.)
3. There is a relationship between music and visuals. (either
illustrative, amplifying and contradicting.)
4. The demands of the record label will include the need for lots of close ups
of the artist and the artist may develop motifs which recur across their work
(a visual style.)
5. There is frequent reference to notion of looking (screens within
screen, telescopes, etc.) and particularly voyeuristic (sexual) treatment of
the female body.
6. There is often intertextual reference (to films, TV programmes, other music
videos etc.)
7. Whether the video is primarily performance based, narrative based or
concept based and how elements of each is used in it.

3. + 2. Relationship between lyrics and visuals. (either illustrative, amplifying
and contradicting.)
From Goodwin’s theory I can see that there is
a slight illustrative relationship between the
lyrics and the visuals in the song ‘Matters At
All’. For example, the opening lyrics are “Is it
so hard to remember, when we go back to
September” The on-screen visuals used with
these lyrics are obvious that the lead singer is
reminiscing over the past, the audience can
see this because of a fast motion, reverse edit
By using an illustrative and amplifying
which portrays events happening in the past. relationship between lyrics and visuals it really
Also a close-up of a series of photos is engages the audience because it draws them in
used, this is effective in terms of connecting and connects them with the narrative as well as
with the lyrics because photographs have allowing the audience to piece together both
connotations with memories and the past. visuals and lyrics themselves which makes the
song more memorable.
The relationship between lyrics and visuals are also
amplifying at some points, especially during 1:02 in the
music video, the audience can see this when the lyrics
say “it matters at all” and a close up, high angle shot is
used of a man and woman’s hand touching –this helps
to show the audience that all the little events that
happened in his life really did ‘matter’.

4. + 3. There is a relationship between music and visuals. (either
illustrative, amplifying and contradicting.)
There is also illustrative relationship between music and visuals, the audience can see this through
the relatively slow cutting rhythm which matches the beat of the music well – therefore each
compliment each other which makes it pleasant and simple for the audience to watch .
The editor of the music video has made cuts whenever there is accented beat in the music which
allows the visuals to flow in parallel and simultaneously with the music. It also makes it easier for
the audience to focus on the quite complex love storyline rather than focusing on one aspect such
as the music.
When the lead singer begins to sing the first lines of the song, the
lights suddenly turn on which emphasizes the beginning of the song
and the lyrics. The fact that the lighting is very dim matches how
personal and dark the music is.
Each time the camera cuts the frame gets closer to the lead singer’s
face until finally a close up is used – the editor has done this on
purpose to create a more intimate connection with the audience –
making it more personal; this really strengthens the relationship
between music and visuals well because the song is a personal love
relationship.
Throughout the music video several cuts are made from the actual
narrative to the band in a dark warehouse playing their instruments, for
example at 0:45 – this automatically lets the audience know that this
genre of music is Indie rock/Alternative rock.
The relationship between the music and
visuals engages the audience because
both work together simultaneously to create
a smooth and easy flowing music video
which makes it easier for the audience to
watch.

5. 4. The demands of the record label…
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Goodwin’s theory states that the record label will include the need for lots of close ups of the artist in
order to introduce the band to the audience.
This music video in particular is a good example because lots of close ups are used to create a
more intimate relationship with the audience.
For example, at the beginning of the music video a close up of the
lead singer is used to introduce him to the audience as the lead
singer. By using lots of these close ups, the record label are able to
easily and successfully sell their image an ‘Indie Rock/Alternative
Rock’ boy band. The close ups allow the audience to see the band
members who typically follow an indie style with medium length
floppy hair, quirky and casual clothing – this helps the record label to
immediately sell the band’s image as fans of this genre music will
quickly be able to find them.
At the beginning of the music video, the first shot used is a long shot
of the band in the warehouse beginning to play their instruments –
this highlights the importance of the band’s skill in being able to play
their own instruments which is a factor that all indie bands follow in
order to be successful and play well for live audiences.

6. 5. There is frequent reference to notion of looking…
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The Kid’s in Glass Houses music video for ‘Matters At All’