The document discusses several theories about music video genres and their characteristics. It outlines 6 features of music videos identified by Andrew Goodwin, including portraying the genre's style and relating to the song's lyrics and music. Sven Carlsson's theory states that music video narratives are driven by cultural binaries like good vs evil. Michael Shore argues that some genres feature recycled styles focusing on adolescent male fantasies of speed, power, wealth and "soft pornography." The document then analyzes examples from the "Fallback" music video relating them to the discussed theories.

1. RESEARCH AND PLANNING:
THEORIES FOR MUSIC VIDEO
AND GENRE
JOE HARDY

2. ANDREW GOODWIN- 6 FEATURES OF
MUSIC VIDEO
1) Music videos portray characteristics that are from the chosen genre and
these styles will be common thought all/most videos of the genre.
2) The lyrics the artist is saying will be representative in the visuals of the
music video by either illustrating images, amplifying images or
contradicting images in relation to the lyrics.
3) The music used for the video will be representative of the visuals of the
music video by either illustrating music, amplifying music or
contradicting music in relation to the video as the tone of the music will
reflect the visuals.
4) It is important for the artist to appear in all/most the shots and the use
of extreme close up shots or close up shots of the artist in order to
promote the artist.
5) There can often be intersexual reference from other media forms such
as books, films or other music videos to help build on the linear
narrative of the music video to help it relate more to the lyrics or music.
6) Often reference to the notion of looking (screen within screen, mirrors,
stages, ETC) and particular voyeuristic treatment of female body

3. SVEN E CARLSSON THEORY
His theory states that binary opposites of culture drives the narrative
of the music video in a certain direction e.g. good Vs evil or male vs
female
He also states that there is two types of music video:Performance Conceptual
This type of music video includes:
• The commercial exhibitionist- This method
advertises or sells the artist in the video and this
is the sole purpose of the video.
• The televised bard- A narrator or storyteller
uses on-screen images to represent the artist,
ideas or general thoughts to the lyrics as the
music video revolves around the lyrics.
• The electronic shaman- This is when the voice
anchors the video narrative, although the artist
will have no presence in the music video
although the lyrics will mirror the visuals to give
a further understanding to the audience.
This type of music video includes:
• Narrative clip- This is when the video is seen
almost as a silent movie in relation as it includes
no lip synchronisation. This is achieved by
making a narrative which mirrors the lyrics.
• Art clip- This is when the video has no perceptual
visual narrative as there is no story to the music
video although it will be a symbol of a greater
theme. Although the video can sometimes have
no link to the lyrics or music.

4. MICHAEL SHORE
Recycled styles of music video that can often contain an information
overload which play on adolescent male fantasy as it contains their
views towards culture which appeals to a heterosexual male audience.
Most videos from certain genres can feature; speed, power, girls and
wealth which all convey into a sense of “soft-pornography” and
“clichéd imagery”

5. MUSIC VIDEO ANALYSIS- FALLBACK
This is from the opening moment of the music video. It shows the
friends of the artists drinking expensive alcohol wearing suits which
firsts indicates a sense of wealth which means this moment conforms to
Michael shores theory as it contains heterosexual male views towards
the culture of this genre. It also can conform to Carlssons theory of the
video being a performance as it is a “televised bard” as it shows visual
images to represent the artists general thoughts.

6. MUSIC VIDEO ANALYSIS- FALLBACK
This is taken from the first initial shot of the artist, as shown the artist is pouring an alcoholic
drink which is fairly well known and represented through this genre as being a symbol of
wealth. These visuals are playing through the intro of the song and in the lyrics the words
“AHLIE” are repeated which signifies a rhetorical question of “is this correct” which shows that
the artist may be misunderstood by the public.
Overall these visuals represent the lyrics as the artist appears to show disinterest to the
audience and the therefore it conforms to Andrew Goodwin's theory. It also conforms to Sven
E Carlssons theory as it is seen as a televised bard and can be used to advertise the artists

7. MUSIC VIDEO ANALYSIS- FALLBACK
In this moment it shows female sexualisation this means the video can
conform to Michael shores theory of typical music videos can play on
adolescent male fantasies as in this video the first shots involve a sense
of wealth and girls. This video can link to the lyrics as the artists says
“She bad, ahlie. Ahlie” which suggests the girl being “bad” shows the
artist finds her attractive.

8. MUSIC VIDEO ANALYSIS- FALLBACK
This shot indicates the idea of wealth as one of actors in the video is
handing the girl actor a lot of money, this means the video conforms to
the theory from Michael shore as the idea of money is exaggerated in
this shot, also there is slight sexualisation with the key which could
suggest that the money is key to the girls heart. This moment could also
refer to the theory by Sven E carlsson “ The televised bard” where a
narrator or storyteller uses on-screen images to represent the artist

9. MUSIC VIDEO ANALYSIS- FALLBACK
In this moment is exemplifying crime which is usually mentioned or shown
in music videos of this genre. The artist who appears on screen is pulling a
mask over his face to hide his identity which could suggest that the artist
is going to do something illegal which is further represented through the
use of dark clothing. This moment conforms to Carlssons theory of it
being as “performance” style video as its sole purpose is it to promote the
artist as well as the narrative mirroring the visuals on screen