This document analyzes James Bay's music video for "Let It Go" based on Andrew Goodwin's theory of key features and analysis techniques for music videos. The video contains elements of performance, narrative, and conceptual styles. It complies with conventions for indie/alternative videos like using low-budget locations and costumes. While it includes James Bay's performance, it lacks a stage/mic, combining performance with narrative. This makes the video more interesting and rewatchable by adding a story. The video effectively uses mise-en-scene and lighting to enhance the narrative and atmosphere. However, it challenges some conventions like not focusing on instruments and having fewer shots that match the beat due to the song's slower tempo. Overall

1. Let It Go – James Bay
In my opinion, Let It Go has aspects of all 3 different types, performance, narrative
and conceptual. James Bay lip syncs at various points though out the video giving it
the performance aspect and towards the end he leaves the room he is in and gets
into a car with a female character who is unknown to the audience. The video also
has aspects of a conceptual type with the idea of heartbreak being present
throughout. In terms of Andrew Goodwin’s theory that there are 6 key features of a
music video and 5 way to analyse a music video, I agree with him in some ways and
disagree in others.
Goodwin’s first key feature of a music video is that they demonstrate genre
characteristics in a way that certain features are expected from a video depending
on its genre. A common convention of
Indie/Alternative videos is the use of low
budget locations that help the audience focus
solely on the artist and their performance. I
believe Let It Go complies to this with the use
of an old house throughout the majority of the
video. There is little focus upon the house
itself and it instead is used to create mystery
effortlessly and add to the overall atmosphere of the
song. Furthermore, in the last third of the video we see
James Bay driving away in a car accompanied by a
woman. The use of a car as a location can be
considered to be easily accessible which complies with
the low budget feel usually generated by
Indie/Alternative videos.
It is common for indie rock music videos to include an element of performance to
ensure the focus of the video is on the singer and the lyrics instead of the narrative.
Let it go conforms to this in some way with James Bay occasionally lip syncing but
the lack of stage and microphone shows this video to be slightly different to the
norm. From this we can see that a more modern twist is being put on indie rock
music videos in that this performance aspect is now combined with a narrative to
help break up the music video and create something more interesting for the viewer.
I think this also help increase repeatability as there is likely to always be something
new the viewer notices every time they watch it. The focus around a story also helps
the video to be more memorable to the audience and leaves room for imagination.
For example, within the Let It Go video, James Bay is seen to be sat on a chair in the
middle of a room for the majority of it which creates a questioning atmosphere as to
why he is there and what he is thinking of.
However, this thought process is aided by
the lyrics which give the viewer an insight
into what he is thinking. The performance
aspect is still crucial as it allows the artist to
promote themselves and show how
passionate they are towards performing and
the meaning of the song.

2. The next convention that is common in my genre is the strong presence of Mise-en-
Scene. It is usually used to help enhance the narrative as well as increase realism in
the video through the use of props and set. This can be seen in Let It Go as all the
interiors of the house are as you would expect and nothing seems out of place,
increasing realism and ensuring the viewer can focus purely on James Bay.
However, in the last third of the video, the Mise-en-Scene starts to become less
realistic with the house being on fire and James Bay acting of calmly. The fire
decreases the realism with this being unusual to
see alongside such a subtle reaction. Another
part of MES is the costume and regularly in
Indie/Alternative videos it is used to create a
retro look. I believe, Let It go follows this
convention with jeans, biker boots, a leather
jacket and hat.
In terms of camera it is common for indie rock videos to include a range of close ups
of the artist to make the video more personal and intimate. I believe this is achieved
in Let It Go as we see James Bay in the room from
various angles and regularly close up to capture his
emotion. Generally, it is usual for there to be a
large focus upon instruments in indie rock videos
however, the Let It Go video challenges this as it
doesn’t involve instruments at all. Normally, these
videos contain a large amount of shots that are
short and comply with the beat of the song. Due to Let It Go being of a slower tempo
compared to some other songs in the genre, we see fewer shots that are generally
longer. Although, the transitions still aid towards the beats of the song no matter how
subtle. In terms of lighting it is common for low key lighting to be used. This can be
seen in Let It Go all the way through the video even when James leaves the room to
get in a car with a girl. This matches the overall mood of the lyrics and works to
create atmosphere and meaning.
In terms of Goodwin’s second feature of a music video I don’t agree as strongly as
the first with it being the fact that there is a relationship between the lyrics and
visuals and that the lyrics are represented with images. I believe there is a loose
connection between this part of the theory and the Let It Go video with there being
no direct visual link to the lyrics. However, there is some relation by the fact that
James Bay is singing about losing someone in a relationship and being along. (“So,
come on let it go, just let it be, why don’t you be you, and I’ll be me”) This relates to
the fact that in most of the video he is seen on his own and as he is reflecting on a
major thing that has happened to his and effected his mood e.g. a breakup.
To continue, Goodwin believes that there is always a relationship between the music
and visuals in a way that the cuts and edits pf the video are coordinated with the
rhythm and beat of the song. Let It Go partially conforms to this because although
the cuts aren’t directly on all the beats of the song, most of the takes are long which
matches the slow pace of the music. Also, the cuts that are present usually happen
when there is the beginning of a new phrase of music. I think this makes the video
more calming to watch which creatively makes the latter part of the video with the fire

3. more shocking to the viewer. This generates a considerably greater impact in that
the viewer has probably produced a feeling of relaxedness during the beginning of
the video because of the matching between the cuts and music and this is disrupted
by the rawness of the latter parts of the narrative.
Goodwin’s fourth part to this theory suggests that the demand of the record label will
include the need for lots of close ups of the artist which allows the label to promote a
set image for the artist resulting in helping the target audience sympathise with them.
Let It Go not only includes various close ups of James Bay as the star of the video
but also has supporting advertisement which shows
a line drawing of him wearing the same hat as in the
video. This allows the audience to make links
between the advertising and the video as well as
giving the label flexibility in creating an image for the
artist and ensuring the target audience see it. It
increases the coverage of the image the label is trying to generate for James Bay
and the advertising gives the viewer hints into what they can expect from the video.
Fifth is the idea that there is frequently reference to notion of looking and particularly
voyeuristic treatment of the female body. I don’t agree with this in term of Let It Go
as there is little appearance of any woman until the very end of the video and even
then, there is limited eye contact or looks from
James toward the woman. This directly contrasts
the idea of the objectification of women and the
male gaze as James seems to have little interest in
the woman and perhaps just sees her as a
companion as opposed to a sexual object like the
male gaze suggests.
The final part of Goodwin’s six features of a music video suggests that there is often
inter-textual reference to films/TV/other music videos. In terms of James Bay’s Let It
Go video I disagree with this as I personally cannot see
many connections to other types of media in the video.
However, his work does link to other music videos of his
in terms of style, lighting, and costume, for
example, Hold Back the River includes him singing in a
low-lit room with his signature hat and retro look.
To continue, Goodwin also suggested there were 5 ways to analyse a music video.
The first being ‘thought beats’ whereby the structure of the song is considered, and
both the voice of the song and artist mode of address and taken into consideration.
Firstly, the structure of let it go is two verses, chorus, two
verses, chorus, bridge, chorus x2. In terms of the music
video there is a constant in the narrative with James
being in the house until the bridge when we start to see
the presence of fire and he leaves the house to join the
lady in the car. I feel as if this is effective as the change in
tone from the bridge matches the progression in narrative as well as the climax in the
final two choruses working well with the climax of emotion produced from the
involvement of another person and her non-verbal communication. Secondly, James

4. Bay’s voice is extremely unique which makes it easy to recognise the fact it is him
without viewers knowing what he looks like. This can help build the star’s image as
viewers will begin to make associates between James and his style of both
appearance and video. This relates to Roland Barthes theory of the Grain of Voice
whereby he sees the singing voice as an expressive instrument and therefore we as
viewers can make our own associations. As a part of ‘thought beats’ Goodwin also
said that songs can be seen as stories and the artist as the story teller. I think this
applies directly to Let It Go as James is telling the story of his heartbreak to us
through his song which instantly makes the video a two-communication device. As a
viewer I find this helpful as I don’t have to try and guess the story, it is told to me,
making the video more enjoyable to watch.
Next in Goodwin’s 5 ways to analyse a music video is by the narrative and
performance. I agree partially with this in terms of Let It Go as only some elements
apply directly. Firstly, I think Let It Go gives us a good idea of the narrative without
the video and the idea of heartbreak and loss comes through with just the lyrics.
However, I feel as if the video and seeing James involved in the heartbreak really
helps reinforce the narrative and give the viewers more of a visual representation of
how James experienced it personally. I think the idea of ‘coherent repeatability’ is
true for this video as every time I watch it I notice something new/different and
understand more the way James Bay was feeling. James is both the narrator and
participant which Goodwin claimed, “increases the authenticity” and I agree with his
idea that the lip sync and other mimed actions remain the heart of the music video
with the close up of him lip syncing allow us to see his emotion and deep into his
eyes as well as the destructiveness of the fire giving the viewer a strong indication
into the severity of his feelings.
Third is the star image. It relates to the way the star is represented within the video
to the viewers. In this video I see James Bay to be represented as an ordinary guy.
This can be both relatable and helpful for viewers if they have been through a similar
thing because of the fact that James isn’t portrayed to be a celebrity so viewers are
more likely to feel connected with him and more easily be able to put themselves in
his shoes. Furthermore, they may find this empowering due to James’ ability to share
his feelings and overcome them throughout the course of the video. This may make
viewers feel as if they could treat a situation like this similarly.
Next, Goodwin said there are three ways in which music videos work to promote the
song: illustrate, amplify and disjuncture. The first, illustrate links partially to Let It Go
in that it doesn’t directly use a set of images to illustrate the meaning of the lyrics but
instead the result of them. This meaning that ‘amplify’ works better here because of
its description ‘meanings and effects are manipulated and constantly shown through
the videos.’ Therefore, the third way is irrelevant with disjuncture meaning that the
meaning of the song is completely ignored. I like the combination of illustrate and
amplify as it gives the audience some clues into the effect of the story behind the
video and allows the narrative to be understood in more depth.

5. Finally, the fifth way to analyse a music video is through the technical aspects. The
very first thing we see in Let It Go is a side table with various items including
cigarette ends all over it. We can see this level of
detail due to the close up shot, perhaps
indicating possible stress that James Bay is
dealing with. The lighting is instantly low key to
create an initial mood for the video which is
continued throughout. It also reflects the likely
mood of James Bay during the story told in the
song. Next the camera pans to see James sat on
a chair in the centre of a sparse room. He seems to be either concentrating or
reflecting on something that has had great effect on him giving the audience an
insight into the possible narrative/meaning of the song. The distance of the camera
from him and the placement of the doorframe inhibits
any connection to yet be made by the viewer with
James and makes him look detached and lonely as
we can see there is no one around him. James’ lack of
eye contract with the camera throughout the next parts
of the video give the audience the impression that he
doesn’t know we are there and suggests the emotion
we see is real and pure. This is further portrayed by the close ups on his hands that
allow us to see the trembling and tight grip. Although there is some lip synchronizing
in this video, lots of the words aren’t lip-synced by James in it. This could suggest
these sections ae more thought in his head as opposed to words and thoughts he
wants to say out load for others to hear. This creates a deeper connection between
the viewer and artist as they feel as if they are being given an insight into his
personal thought. Wide shots towards the middle of the video allow the audience to
see the small fire in the background which foreshadows
the whole house burning in the latter part of the video.
When James finally leaves
the burning house the
positioning of the camera
allows the viewers to see
him look back towards the house before getting in the
car. This could suggest that he is leaving the past
behind him making him seem strong willed and eager
to make a new start. However, this is opposed slightly by the presence of the female
in the car which could suggest that not much is going to change if she is the person
he was singing about all along.
https://www.youtube.com/watch?v=GsPq9mzFNGY