The document analyzes several music videos based on Andrew Goodwin's music video theory. It summarizes Taylor Swift's "Shake It Off" music video, noting that it sticks to pop music conventions through its upbeat, performance-based style and relationships between the lyrics and visuals. It also summarizes Set It Off's "Why Worry?" music video, finding it uses a narrative/performance mix and depicts a good vs. evil theme consistent with their genre. Finally, it summarizes Foster the People's "Pumped Up Kicks", noting the indie video has a relaxed, unprofessional style and its visuals do not relate to the homicidal lyrics.

1. Music Video Analysis 1-5
Kirsty Evers – A2 Media Studies

2. Andrew Goodwin's Theory
• 1. Music videos demonstrate genre
characteristics
• 2. There is a relationship between
the lyrics and the visuals
• 3. There is a relationship between
the music and the visuals
• 4. The demands of the record label
• 5. Emphasis of Looking
• 6. Intertextual references

3. Videos I will be looking at
1. Taylor Swift - Shake it Off
2. Set It Off- Why Worry?
3. Foster The People - Pumped up Kicks
4. Neon Trees- Lessons In Love (All day All Night)
5. Stromae - Tous Les Mêmes
6. Sara Bareilles – Brave
7. Hayley Kiyoko – Girls Like Girls
8. Carly Rae Jepsen - I Really Like You
9. Birdy - Wings
10. Imagine Dragons – It’s Time
I decided to do so many due to the fact different
genres and bands lead to different creative and
amazing music videos. Looking at one genre and
going against convention by using attributes
from other genres can lead to an interesting
music video.

4. Taylor Swift – Shake it Off
"Shake It Off" is a song recorded by Taylor Swift for
her fifth studio album (1989) it was written by
herself, Max Martin and Shellback. It was released on
August 18, 2014. It debuted at number one on
the Billboard Hot 100 chart for the week ending
September 6, 2014, becoming her second number-
one single in the United States and the 22nd song to
debut at number one in the chart's history. Shake it
off is an up-tempo pop and dance-pop style. Taylor
Swift was known for her country music when she
first began and this is a departure from the old and it
is her beginning a new style of music. The music
video was well received apart from the ‘twerking’
scene.

5. Genre & Characteristics
• A key feature of any pop video is whether the
performance is performance based or
narrative based. In shake it off it is
performance instead of a narrative going on, it
shows Taylor within different scenes but
singing the song. This music video sticks to
the guidelines of an up-beat happy pop song
with the main lead singing and dancing
around having fun. Even the back up dancers
have fun and dance along in the end. The song
is all about ignoring the negative people in life
and just living it how you want and not caring
about ‘the haters’, This is usual for Taylor
Swift as she gets a lot of hate and even a few
lyrics link in to the hate she receives. In the
end it’s shown she is supporting all her fans as
they dance along side her. The editing of the
video is also very in line with convention, no
fancy transitions were used and it was fast
paced such as the song.

6. Lyrics and the Visuals
• The lyrics and visuals in taylor swifts
music video match up well. The chorus is
just a repetitive: 'Cause the players gonna play, play, play,
play, play And the haters gonna hate, hate, hate, hate, hate Baby,
I'm just gonna shake, shake, shake, shake, shake I shake it off, I
shake it off Heart-breakers gonna break, break, break, break,
break And the fakers gonna fake, fake, fake, fake, fake Baby, I'm
just gonna shake, shake, shake, shake, shakeI shake it off, I shake
it off” This is shown in the video as the dance
moves are literally Taylor shaking it off.
The first few lyrics of the song suggest they are about Taylor
herself instead of her audience they say: “I stay out too late Got
nothing in my brain That's what people say, mmm-mmm That's
what people say, mmm-mmm…I go on too many dates [chuckle]
But I can't make them stay At least that's what people say, mmm-
mmm That's what people say, mmm-mmm” which draws
attention to the fact the media focus on her and her relationships
instead of herself as a person. These shots only include Taylor and
therefore are clearly about her whereas the rest of the music
video shows many more people and suggests they should all be
positive for themselves. Most of the video is also Taylor dancing
around quite recklessly whilst other performers dance properly
and show off their talent this is again reference to do whatever
you want.

7. Lyric and Visuals pt.2
• The visuals also link in with the idea of standing out from the crowd as in each shot she is
part of a group where she is different and stands out this again links in with the idea of
being your own person.
• The lyrics also present the idea of ignoring the negative people and this is shown by
people and dancers just having fun and messing about instead of caring what people
think the lyrics like ‘It's like I got this music In my mind Saying, "It's gonna be alright.“’ and
‘I'm dancing on my own (dancing on my own) I make the moves up as I go (moves up as I
go) And that's what they don't know, mmm-mmm’ and also ‘Hey, hey, hey Just think while
you've been getting down and out about the liars and the dirty, dirty cheats of the world,
You could've been getting down to this sick beat.’ suggest that no matter what you do what
you want and again to ignore the horrible people.
• Also the lyrics use personal pronouns this is generally used in pop songs as when the
audience sing it to themselves it’s actually them singing the lyrics. This is good when a
positive message is being spread as they will believe the message too.

8. Music and the Visuals
• There is a relationship between the music and the visuals. In the music video
there are a range of close-ups of Taylor singing the song and dancing,
showing the relationship between the music and the visuals. This shows that
Taylor is the singer and is the one spreading the message. The cuts are
smooth and even this keeps up with the pacing of the video instead of it being
jumpy and at a different pace.

9. Demands of the Label
• The label usually demands to have a specific style
for certain artists. Taylor swifts motifs are the type
of happy peppy pop girl with bright and vibrant
songs and music videos. Her old motif was very
country as that’s what she was found as but as she
developed her music also began to change to more
pop and fun. She has a few sad and deep songs such
as ‘haunted’ and more risqué ones like ‘bad blood’
but her main style is pop which focuses on love
songs or break up songs like ‘we are never getting
back together’. Taylor herself has began turning to
more female power videos as shown in ‘bad blood’
this is popular with her female audience and quite
a lot of feminists which give her a better image
which well suits the label instead of having a bad
pop star they have a very influential role model
type.

10. Emphasis of Looking
• In shake it off there is not really an
emphasis of looking or an over
sexualisation of Taylor. This could be
down to the fact Taylor Swift is quite
feministic and wouldn’t believe in over
sexualisation and also the fact that it’s a
song about spreading a positive message
to young girls and teen girls (her main
audience) and therefore the focus would
be on Taylor or even the audience.

11. Intertextual references
• In this video Taylor is shown in different scenarios with different settings
and some can be linked to certain pop culture references and mostly just
references to the music industry.
This scene can be linked
into the hip-hop and quite
modern era of the music
industry and being seen as
‘gangster’ it is generally
showing how she doesn’t fit
in but doesn’t care.
This is very reminiscent of
Lady Gaga or Daft Punk – A
very unique style of techno.
It’s usually quite bizarre
and used by specific artists.
This controversial shot links
in with the new fad of
‘twerking’ it’s quite popular
with stars such as Miley
Cyrus. It was used as a joke
but people did find offence
with it.

12. Set It Off – Why Worry?
Set It Off are an American pop punk/symphonic
rock band based in Tampa, Florida. They gained a
following through vocalist Cody Carson's
YouTube Channel rockmaniac89 and were then
signed by Equal Vision Records after releasing a
string of successful extended plays. Both studio
albums released have charted on the US
billboard. In the beginnings of the band, Set It Off
fit more into a synth pop punk genre. Now the
band has matured and define themselves as
orchestral pop punk, however the majority of the
orchestral string sounds are programmed and
sequenced synthesizers added during
production rather than traditionally recorded
acoustic instruments. Kerrang! magazine has also
summarised the band's genre as pop rock.

13. Genre & Characteristics
• As said before they are quite pop punk &
orchestral pop punk (less commercial, more
serious and mature offshoot of rock.)
Therefore their video is going to be fairly
different to Taylor Swift but still fairly normal
due to the pop side. It fuses elements of pop
and rock with classical music, often
incorporating instruments not common to
popular music such
as harpsichords, clavichords, violins, cellos an
d other strings, oboes and French horns.
However set it off digitally make these other
instruments. The music videos are very fast
paced and energetic and usually have
doppelgangers, In this video there is a black
and white version of the band and singer this
suggests a good side vs. an evil side.
As shown in this music video the video switches
from narrative to performance, this is usual for
the pop punk genre. It also depicts the band
actually playing the instruments which is usually
shown.

14. Lyrics and the Visuals
• The overall meaning of this song is how people should stop
worrying over silly things and the feelings worrying gives
you. They try to suggest to stop worrying to the audience
by the Chorus; “Why? Please tell me why do we
worry?Why? Why do we worry at all? Why? Just tell me
why do we worry? When worry is never helping tell me
why worry at all?” – The location of this music video is in a
church and it therefore gives off a gospel feeling and the
idea of releasing your troubles.
• ‘I've got some questions Are you sick of feeling sorry? Uh
huh And people saying not to worry? Uh huh Sick of
hearing this hakuna matata motto From people who won
the lotto We're not that lucky Have you noticed that you're
breathing? Uh huh Look around and count your blessings
Uh huh So when you're sick of all this stressing and
guessing I'm suggesting you turn this up and let them hear
you sing it’ – With this the singer addresses the actual
people in the church and they respond to what he is saying.
It also address the audience since for this song the artists
expect the audience is sick of worrying as well.

15. Lyrics and Visuals pt.2
• ‘Day by day by day we're falling down But life goes on’ – For people who tend to worry a lot become
overwhelmed by their self-inflicted stress and “fall down” because of it. They also probably feel
down figuratively, as their stress upsets them, and brings them down. The singer is telling those
people that life is still happening, both to motivate them to go out their and live their life before it’s
too late and warn them that life will move forward with or without them, depending on whether or
not they can get past their stress. It’s clear this is a message to their audience instead of the people
in the video, It’s quite positive similar to a pop genre but done under a serious tone like the punk
genre.
He is asking the people in the video but ultimately close up shots and mid shots show
him facing the camera as if he is breaking narrative to ask the audience.

16. Music and the Visual
• There is a relationship for the music and the visuals. The editing is fast
paced and upbeat like the actual song. For pop punk music it generally is
fast no matter what and this is represented in the visuals. It slows down
when the ‘evil’ side of the singer comes in and also speeds up when the
chorus comes around each time this is to fit in with the ‘praise the lord’
stereotype shown in the video.

17. Demands of the Label
• For Set it Off they are signed to Equal Vision Records. They are focused in
metal or punk-based rock genres. Therefore set it off will need to keep up
the punky image they have. They are also quite a small label and have few
artists signed to them this means the band is probably seen as indie
instead of a mainstream band.
• Throughout the video there is a lot of close ups on the singer and it
represents him as the main person in the band, it even goes as far as
putting him at the podium and speaking out.

18. Emphasis of Looking
• In this music video there is not much emphasis of looking. The camera
does focus on the main singer with close-ups and with the singer looking
straight ahead at the camera. This shows it’s the singer sending the
message out and sort of breaks the 4th wall with the narrative.

19. Intertextual references
• The music video being set in a church and with quite a gospel type theme
gives reference to the African-American type churches which are more
upbeat.
• There is also reference to a good vs evil fight which is common with
defeating your inner demons, this is represented by the singers alter ego
and links with the song and can also suggest the main singer has been
through the emotions he is singing about which gives more weight to the
lyrics.

20. Intertextual References pt.2
• As shown in the music video the band and audience use a hand symbol,
this is the same as the bands symbol to make them recognisable.
This also creates the idea of a
very close knit band and
fanbase and suggests they re
all together in this. Also in the
music video it seems like they
used their fans.
Lastly, at the end it clearly shows they
are a pop type band as balloons fall from
the ceiling when the ‘evil’ is defeated and
they all begin to dance. This is done in
quite a lot of pop videos such as;
Paramore & Meghan Trainor.

21. Foster The People – Pumped up Kicks
"Pumped Up Kicks" is a song by American indie
pop band Foster the People. It was released as
the group's debut single in September 2010,
and the following year was included on
their EP Foster the People and their debut
album, Torches. This song became the group's
breakthrough hit and was one of the most
popular songs of 2011. The song was written
and recorded by frontman Mark Foster while he
was working as a commercial jingle writer.
Contrasting with the upbeat musical
composition, the lyrics describe the homicidal
thoughts of a troubled youth. The music video,
directed by Josef Geiger, features the band
playing a show. The video peaked at #21 on
the MuchMusic Countdown in Canada. The
video has received over 150 million views on
YouTube.

22. Genre & Characteristics
• Foster the People are a very indie
type band with melodic dance-
infused pop and rock which spans
many other genres. However when
this music video was made they
were basically unknown and very
indie therefore the video will stick to
a quite chilled out theme with not
really any narrative. The video
depicts the band playing a
performance and also messing
around and recording the song etc.
It’s very disorganised and has a very
relaxed feeling to it.
There are cuts to band members doing other activities,
such as playing frisbee and surfing, quite relaxed
activated that they clearly enjoy. With indie bands they
don’t need to conform to the mainstream type pop or
rock and they can usually do anything they want.

23. Genre & Characteristics Pt.2
• Due to the indie feel of the music video it isn’t too professional.
The camera unfocused a lot and in a few scenes it can be
shown as a handheld instead of on a tripod this gives it more
of a natural feel.
• The lighting in clips as well vary and sometimes it’s not very
well lit, This again creates the feeling of it being natural and
not staged which is very common with indie bands.

24. Lyrics and the Visuals
• With this music video the lyrics and visuals do not match up, The images
are more to do with fun and happy times whereas the lyrics retell the tale
of a homicidal teenager. With indie bands a lot of the lyrics and visuals
don’t usually match up and without a narrative it creates a more obscure
video with the audience asking “what does this have to do with anything?”.

25. Music and the Visuals
• For the music and the visuals there is a close relationship. Editing is slow
paced but there are a large quantity of cuts and different frames. This is
done to show the artists busy lives and suggests they are having fun as
they create this song. With indie artists it’s very popular to have a slow
music video with a lot of cuts. Trying to get screenshots for this I got 50+
to use just from the 3 minute video. It also shows the band creating the
music in the recording rooms and in a show.

26. Demands of the Label
• For Foster The People they weren’t signed to a label at this point. They
were free to do whatever they wanted. After they became signed to
Startime /Columbia their music videos have become more mainstream
and professional since they have a better budget and more big named
people to work with.

27. Emphasis of Looking
• There is no real emphasis of looking in this video. The cuts ensure it
doesn’t stay on someone too long and the handicam goes all over the place
really. The indie scene don’t generally focus on sexualisation or bodies but
instead what they’re doing and if they’re having fun. In this video the
emphasis in on the activities they are doing.

28. Intertextual references
• This video has no intertextual references. It’s fairly unique which is what
niche and indie bands like to be. They like to step away from the
mainstream and create their own type of unique style. With this however
this was created as the band didn’t have a lot of money or weren’t that big.
They had access to a recording studio and small gigs and therefore filmed
where they could.

29. Neon Trees- Lessons In Love (All day All Night)
"Lessons in Love (All Day, All
Night)" is a song by the
alternative rock band Neon Trees,
featuring house DJ Kaskade, from
the album Picture Show. "Lessons
in Love (All Day, All Night)" was
announced as the album's second
single and released on 4
September 2012.The behind-the-
scenes video explains how the
music video is somewhat like a
sequel to the main video for
"Everybody Talks".

30. Genre & Characteristics
• Neon trees being an alternative rock band means they are different but
still mainstream. "alternative" has been used as a catch-all description for
music from underground rock artists that received mainstream
recognition, or for any music, whether rock or not, that is seen to be
descended from punk rock.
• This music video is a narrative type but also a performance based type
video. It picks up from their other popular video ‘everybody talks’ since it
has the same female antagonist and a similar supernatural theme. This Is
popular in alternative rock such as fall out boy who have the ‘young blood
chronicals’

31. Genre & Characteristics pt.2
• For rock genre the videos are usually presented in a edgy way to create an atmosphere.
The performance side of the video focuses on the main singer with the band, this side is
done to bring out the darker tone and this is shown by their contrasting dress and shots.
• The mise-en-scene is a dark tone and retro in the video which is common
for Neon trees as their videos have an older/retro type tone.

32. Lyrics and the Visuals
• The Lyrics and visuals clearly match up as the narrative for the video is
the main singer teaching a class about love- therefore ‘lessons in love’.
• Other than that the lyrics don’t really match up with the supernatural
theme portrayed with the zombies. However this is more of the narrative
side and is quite ‘alternative’ which fits in with the genre of the band. They
don’t need to stick with a theme since their theme came from the last
video they did.

33. Lyrics and Visuals pt.2
• With this positive message it is passed through the actual visuals and the
lessons of love are seen as what make a good relationship, these are
shown to the audience to clearly pass the message across.
• The outfit of the female as well links back to the theme of love with her
red sunglasses and neck scarf. Red also links in with danger and from this
the audience can connote the idea that she is dangerous, This is shown
later on as red envelops the screen.

34. Music and the Visual
• The editing changes depending on the speed of the music and what is
happening within the narrative. When he is shocked by the head teacher it
goes quickly and whilst no music is playing the pace is slow and relaxed.
• The type of music is also reflected in the outfits of the band. Plus a lot of
the time for rock the entire band is used within the video to show a form
of unity and togetherness.

35. Demands of the Label
• Neon trees are signed to Mercury and Island these are both studios which
focus on rock acts and will want to present a rock type image. The label
clearly wants close ups and to focus on the main band.
• A motif developed across their works is their retro/olden type style with
supernatural themes such as in their ‘best friend’ video which has a
supernatural twist. They also don’t conform to mainstream music videos
and have stayed quite unique.

36. Emphasis of Looking
• Since most of the band is male and only one member is female the
sexualisation of the female body is not done. She’s treated equally and
there is no objectification. Even with the antagonist, she’s quite flirty and a
romantic but she isn’t sexualised.

37. Intertextual references
• At the end of the video the screen goes red and the main singers eyes go
yellow, this could be in reference to ‘thriller’ by Michael Jackson which
also has the theme of zombies and the same type of ending.
• Also the characters take on a stereotypical high school movie type vibe
with jocks, nerds, cheerleaders etc.

38. Stromae - Tous Les Mêmes
• "Tous les mêmes" (French for "[They are]
All the Same") is a song
by Belgian singer Stromae, released in
2013. The song has since its release
peaked at number one in
both Belgium and France. The overall
picture Stromae is trying to show within
the lyrics of the song is that the various
traits and behaviours of men and women
are alike. As Stromae has stated multiple
times, the ideas and topics for his songs
are mostly from the experiences he has
had in his personal life. He does this also
with "Alors on danse“ which became very
popular in the UK.

39. Genre & Characteristics
• Stromae is a Belgian singer and rapper. His genre is hip hop, house and
electronic. In this type of genres a lot of them focus on dance and night
club type themes however in Stromaes’ video he is trying to get across a
clear message and therefore the video will not adhere to norms. The
message is shown through a narrative where Stromae dresses up as half of
both genders.
The video focuses on the female side
of Stromae and depicts her as
annoyed with the attitude of men
and what they do. There is also
shown stereotypical remarks
women make about men throughout
the video.
It’s very strange for this electronic
type of music to have such a hard
hitting narrative. His other music
has also had narratives so it fits in
with his motifs.

40. Lyrics and Visuals
• The lyrics and visuals match up vaguely and instead of directly showing
what the lyrics say he shows it through the eyes of a couple and through a
dance scene. It talks about ‘The date is fixed for the next rumble Save the
date, the definite date that time of the month’ this is reflected by the dance
as well as a rumble being a street fight whereas in musical theatre and
other artistic performances rumbles usually mean ‘dancing battles’.
The lyrics can also be represented by the
lighting used in the video (Green for male
Stromae & Pink for Female Stromae) since
the lyrics are about the genders and female
and male, stereotypical gender coded
colours are used when each version of
Stromae is shown.

41. Lyrics and Visuals pt.2
• ‘You're all the same, all the same, all the same, I've had enough’ – With this
he is trying to show various traits and behaviours of men and women are
alike. This is shown through all the back up characters and himself
dressed as both man and woman.

42. Music and the Visual
• For the music and visuals the shots are all very long. This is done to show
a story and the feeling of a long relationship with the viewer and audience
as well as between the characters.
• The editing pace is slow until it gets to the ending scenes, It speeds up as
he sings “all the same” and it zooms over him and another woman
character, this is used to make tension and show the aggression the female
characters are feeling. Showing Stromae as a singer and an actor
represents him with a range of talents which gives him a positive image.

43. Demands of the Label
• In this video there are a lot of closeups on Stromae but it focuses more on
the entire scene than Stromae. He looks to the lens a lot which breaks the
natural look and breaks the 4th wall, this addresses the audience clearly.
• In Stromae’s work he developed a certain motif of having a
narrative/story. In Papaoutai the video shows a son trying to interact with
his dad who is motionless (played by Stromae) He resembles a mannequin
however outside, other fathers and sons dance together. In the end, the
son joins Stromae on the sofa and copies him and becomes like a
mannequin. In Ta fete it depicts the audience watching a man run through
a game and having to fight new armed competitors as they appear
eventually gaining freedom.

44. Emphasis of Looking
• Since Stromae plays a female and the females don’t have an
hypersexualised appearance there is no emphasis of looking.
• Stromae looks in the ‘mirror’ and consistently looks at the audience this
creates an emphasis of looking at the singer instead of what else is going
on.
• When the male and female characters in the relationship are shown both
are shown with little clothing and this represents the idea that they are
‘all the same’

45. Intertextual references
• Stromae refers to Beauty and the Beast and Kate Moss. These both reflect
the ideals and standards of beauty as he sings about his beauty
deteriorating, since this is a cliché said by women when fighting with their
partner.