Andrew Goodwin's seven music video theories
1)
Music videos demonstrate genre characteristics - this means that most genres of music have certain traits and common visuals that are featured in the genres music video. For example, in the genre of rock the music video usually feature a lot of performance and 'throwing' of signs.
2)
There is a relationship between visuals and the lyrics - Goodwin said that a lot of video will feature many images and gestures that represent the lyrics. An eample of this is Jay-Z 99 problems
3)
There is a relationship between music and visuals - Goodwin said that there is a relation ship with the visuals and music meaning that the visuals will fit with the pace and beat of the song
4)
The demands of the record label will include that need for lots of close ups on the artists - - Goodwin concluded that the best way for record labels to sell their artists is to include lots of close ups of them, this is particularly done with women artists, examples include Britney Spears Prerogative and Beyonce Single Ladies.
5)
The artist many develop iconography that reoccurs across their work - Goodwin concluded that artists often include repeated gestures and actions through each music video they are featured in. For example One Direction usually repeat many hand gestures when singing with are very similar making them iconic.
6)
There is frequent reference to the notion of looking - Goodwin noticed that artists also look into the camera to give a 'direct' approach this gives off the idea and feel that the artist is directly singing to us.
7)
There is often intertexual reference - Goodwin realised that sometimes you will recognise lyrics and visuals referring to another text within it.
I am going to be applying these theories to different genres of music videos.
50 Cent Ft Olivia - Candy Shop
This song and music videos falls into the genre of RnB and Rap, normally in rap videos we see many black men being wealthy, owning lots of money, cars and wearing lots of expensive clothes with gold chains. On the reverse in many Rap video particularly old rap from the 90's we notice the rappers in baggy clothes, being associated with drugs, gang crimes, guns etc. In both style we normally notice lot of hand gestures when rapping and eye contact with the camera. Women are also seen in skimpy outfits dressed provocativly because they are a 'pretty' desired object for men. Examples from this music video include:
Here we see 50 Cent driving an expensive sports car. Cars are commonly used in RnB music videos as they demonstrate the artists wealth, wealth is a common convention in the RnB genre which relates back to Goodwins therory that music videos demonstarte genre characteristics.
50 Cent opens the door to his mansion and he then see numerous women all dressed in little clothing relating back to the common convention in RnB that women are mens objects and they can have them whenever they want. They are somewhat displaying and show casing themselves to the men.
Here was can see 50 Cent dressed in an expensive fur coat with a dimond gold chain. This fits into the common RnB Rap convention that rappers are wealthy and wear expensive clothes. This fits into the RnB genre proving Goodwin's first theory. We can also notice hoe he keep using hand gestures when rapping, another common characteristic used in RnB rap music videos.
We can also notice the relationships between the visuals and lyrics within this video, for example:
'I'll be the love doctor' the woman is dressed in a nurses costume, therefore visuals are fitting the lyrics again.
Music videos must feature many close ups of artists to promote them:
Her is a close up of 50 Cent, this proves Goodwin's theory, promoting 50 Cent as the artist to the audience, so they know it's by 50 Cent.
A close up/ midshot of Olivia, again promoting the artist.
Artists develop iconography throughout their work:
50 Cent is known for his 'flash' videos featuring expensive clothes, chains and cars to show his success as well as always featuring numerous women in minimal clothes. These are what make his videos iconic.
There is the frequent notion of looking:
This attractive woman is show gazing over to 50 Cent, which indicates that he is very attractive and desirable. She is also looking in a very lustful way.
Olivia is looking straight at the camera as if she's looking at you, the audience.
50 Cent is shown looking back at a woman, this notion of looking indicates that he is lusting over her.
We can conclude that the notion of looking is used show desire over someone or to direct the singing at the audience.
There is often intertexual reference:
This apple is died into chocolate by a women. We can link this back to Adam and Eve, Eve made Adam eat the apple which caused them to get kicked out of The Garden of Eden this suggests that women are the only fault in men, they make them do bad things therefore, by dipping this apple in chocolate we can link it to the idea that women are bad and the only fault in men.
Beyonce - Single Ladies
The song and music video of single ladies fall under the music genre of Pop, typically in Popp music video we notice certain features and characteristics, these being dance routines, lots of close ups on the singers face, if it is a female singer like Beyonce they will usually be dressed in minimal clothing and there will be many camera shots showing their full body.
The first thing we see is a long shot of Beyonce and her backing dancers, Beyonce in the middle because she is that artist/most important. Having a dance routine is a common characteristic of the Pop genre. Beyonce and the dancers are also shown wearing little clothing, heels and leotards, this also fits into the characteristics of the Pop genre.
A common characteristic is close up shots on the singers face in op videos, here it is a close up shot of Beyonce and the backing dancer however, Beyonce is more 'lit up' indicating that she is the most important person within the video, fitting the genres characteristics,
There is a relationship between lyrics and visuals:
'If you liked then you should of put a ring on it' The silhouette of Beyonce and the dancers with their hands in the air suggest the ring on their finger. By using the silhouette effect it indicates that they are gone/untouchable to you now because you didn't 'put a ring on it'. By paring this image with that image they are proving Goodwin's 2nd theory.
There is a relationship with music and visuals:
Throughout the entire video Beyonce and the dancers are dancing in time with the music and doing fast up beat moves to fit the face paced beats. By fitting the dancing to the music the music video is fitting into the typical Pop genre by syncing the dancing in time with the music.
The need for close ups on the artist numerous times is needed for the record labels to make money form the artist:
As shown previously there are many close up on Beyonce, this is done so the audience watching the video know it's a beyonce song.
The notion of looking is used frequently:
Beyonce frequently looks at the camera when dancing, this is down because it give off the effect that she is singing to you. A common feature used in Pop music videos because it makes the audience feel like the singer is directly singing to them, it feels more personal.
Arctic Monkeys - I Bet You Look Good On The Dance Floor
Arctic Monkeys are a rock/indie rock band. The genre of rock/indie rock music videos carry many characteristics. Videos are normally performance based. We notice close ups instruments and mid shots or other camera shots of the musicians playing them. There are often many images of the crowd and the lead singer looking out the crowd singing, we can also notice the crowd 'throwing sings' meaning throwing their hands and arms in the air making various different signs. These of which all are shown in the Arctic Monkeys music video.
Establishing shot of the band with their instruments at hand.
Close up on lead singer to show his importance in the band.
Close up on the guitar to show the importance of instruments, very typical in the rock genre.
There is relationships between visuals and the lyrics:
Because most rock genre videos are performance based the only relationship between the visuals and the lyrics is the lead singer singing the song into the microphone.
The demand of the record label will result in many close ups on the artist:
There are many close us on the lead singer, Alex Turner so the audience know who the lead singer is and can form a relationship, there are also close ups on the other band members so they can be recognized to. Because Arctic Monkeys are signed to an independent labels like most British Indie rock bands the labels will want the band shown as much as possible so they become recognised.
The artist will develop iconography throughout their work:
Arctic Monkeys are known for their performance based videos therefore instruments are always shown and the band themselves, this is very iconic in their music genre.
There is the frequent notion of looking:
Unlike the Pop and RnB genre Alex Turner isn't looking into the camera and live audience to look desirable and sexy he is looking at them because he wants the crowd to feels involved and excited because it's a live performance.
There is no intertexual reference within this music video because it is just performance,
Goodwin's seven theories can be applied to all genres of music and some are used more than others, but predominately they all follow these 7 theories one way or another. Some are used to represent different meanings within the genre but as a whole thy can all be applied to the majority of music videos.
