Research:Goodwin`s Theory

Andrew Goodwin created a theory, which certain music videos tend to follow, what Goodwin`s theory identify`s is the key features of music videos which make the music videos conventional

The key features that Goodwin picked out from conventional music videos is  

·         Genre Characteristics.

·         Relationships between the lyrics and the visuals

·         Relationships between the music and the visuals

·         Star image motifs

·         Notion of looking

·         Intertextual References

·         Performances , Narrative or Concept-based

·         Technical elements

Genre Characteristics

Music videos tends to reflect their genre through the soundtrack and the  music video it self,  showing specific characteristics, which immediately puts them artist into that particular  genre, for example 50 cent candy shop in this video you see genre characteristics of a rap artist talking about women and having a lot of them around him is less than usual clothing.  
Another song what has the same type of characteristics as the music video candy shop is Lil Wayne - Lollipop  in this music video you see him talking about women and having their costume show off a lot of cleavage.

Relationship between the lyrics and the visual  

Also in Goodwin`s theory suggest that there is a connection shown through the music video  relating to the lyrics, The relationship between the music video and the lyrics  would be either one of these.

·         Illustrative - meaning that the artist is explaining the lyrics visually

In this music video by the artist Ludachris the words that he say you can see it visually in the music video 

   

·         Amplifying - amplifying means exaggeration of the lyrics linking to the video

In this video by rhianna we can clearly see exaggeration happening throughout and also being herd by the lyrics that are being said by the artist, this is also seen in the music video by Beyonce - To the left. 

Contradicting – Being the opposite visual to the lyric heard
The two artist who i`ve used as examples for the key word contradicting the reason why is these two artist Earl sweatshirt and Tyler The creator is because their lyric and visuals and very opposite, and bazaar.  

Relationships Between the music and the visuals

Music from  the song would have a connection  with the visual,  this could also be illustrative amplifying or contacting, for example if the song has a fast repetitive beat, the visuals will show the same type of editing. If the beat of the song slow, then the editing will be soft and smooth.

Star Image Motifs

 Most music video tend to have a star motifs which includes numerous amount close ups of the artist, this  is so  the audience are aware of the artist`s music  video and  a lot of closes are shown so the artist can promote their self, making more people want to buy their songs or their album. A star image motifs can be established to the audience in many ways such as dancing, clothing, for example Rick ross Music Video Rebok Back in this music video you can see that logo that reprsents a clothing and shoe company and Rick Ross and the other featured aritst are speaking all on the clothing, you aslo have a number of shots of the trends they are setting for their target audiendce

Notion Of Looking

Certain genre`s would distribute women is a certain way letting the audience see  them wearing a half-naked costume,for example florida whistle

Intertexual References

In many music videos you would often see  that some are linked to a television programme or a film, some artist use this to be a promotional stunt,  and getting more viewers. A great example of this being shown is a music video made by Busta Rhymes, what he actually done in this music video was, he made a re-enactment of the film Mr and Mrs Smith.

Michael Jackson song you rock my world also shows intertexual references this is show before Michael Jackson start sing the song and you see more cinematic moment half way through the song 

Performance, Narrative, Concept-based:

Music videos is art  and some artists like to bring new things to the genre that they are in, artist  also need to know what  type of video do they want to do and they would have  to pick from  the music video being : Performance  Narrative or concept-based.

Performance-based music videos are shown from people singing on a stage  in other words a live performance for example Adele`s song someone like you which is only showing the audience the artist so all the audience would have to focus on is the artists voice.

Another type of performance based music video is if you have a group performing a routine to the artist soundtrack, for example Rihanna Where have you been and Chris Brown Fine China

Narrative

Narrative is when a music video has a type storyline, so the visuals, makes up a story some have happy ending some have sad this is shown on some slow jams and maybe 

Chase and status 

 

 Concept Based

This type of music video is when an artist  expresses their song through a more artistic was than certain artist. Concept type of videos, gives out more attraction to the audience, the reason for that is because there are special effects added and abstract type shots. For Example Gorillaz thier type of

Technical Elements

Goodwin also stated that it was easy to identify the technical elements of a music video in relation to its genre and the type of artist or band that was singing the song all music video follow and represent some of these basic ideas and these are some of them.

·         Lighting what this does is reflect the mood of the genre  and makes it easier for the audience to instantly or have a brief idea of what genre the music video goes in to.

·         Cut between the shots normally follows the beat of the song, so an artists point through  the music video can go put through to their target audience.

·          You have a numerous amount of close ups of the artist  which helps create a relationship between  the audience and the artist  

·         The pace of the editing is normally determined by the pace of the song

·         With the mise on scene its is done in different depending on the genre but it would be conventional to its genre for example, in the rock genre the type of mise on scene you would tend to see is the costume being dark and gothic clothing and probably a lot of facial piercing, also what they would have to also make the music video more conventional is have the setting be performance based showing iconography of  the instruments, and low key lighting   

This has helped me because i can see how the micro elements are used effectively in music videos, this can help me because it gives me ideas about using my micro elements in my music video,