Andrew Goodwin’s theory believes that you cannot do a traditional narrative analysis on music videos; because the narrative in a music video is done is a completely different way and follows different conventions compared to novels and films.
Music videos demonstrate genre characteristics
This is shown by the stage performance and dance routines for girls and boys and bands. The genre has to fit the theme of the music video. For example; Rock bands performing at a gig and R&B artists in a club. Repetition is usually a key feature in Pop videos as the video repeats choruses or lines; this installs intertexuality so that the audience becomes familiar with the genre and so that they recognise the conventions.
· There is a relationship between lyrics and visuals
Lyrics fit with the images on the screen whether they illustrate, amplify and contradict the lyrics.
- Illustration: when the video tells the story of the lyrics. For example Kiss Kiss by Chris Brown and T-Pain.
This video fits this category because it is a story of the lyrics. For every line the video makes reference to the lyrics either through dance, facial expression or props. For example when it comes to the chorus it shows the two different types of boys and also shows which one she wants “she wants the lovey dovey” each time; it shows the main girl with the geeky looking version of Chris Brown which reflects the lyrics and the story.
-Amplification: When new meanings do not contradict with the lyrics but add layers of meaning. For example Shut up by Blacked eyed peas
In this video The main theme of the music video is about reasons why couples argue, however the new meanings such as a bit of comedy and the fact that it is a theatre does not contradict the lyrics because it is still based on the reasons why couples argue.
-Disjuncture: there is a small connection between the lyrics and video, or contradicts the lyrics. For example Fight for this love by Cheryl Cole
The song Fight for this love is about love and not giving up. The video however does not make any reference to the lyrics; it is just Cheryl Cole dancing.
There is a relationship between the music and visuals.
The pace, atmosphere and tone of the visuals have a relationship with the music, whether they illustrate, amplify or contradict the style. Often, repeated viewing promotes the music through a visual pleasure; for example having huge flashing words on the screen rather than just following the normal conventions of a music video; an example of this is All of the lights by Kanye West and Rhianna.
The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which reoccur across their work (a visual style). An example of this is Rude boy by Rhianna which gives many closes ups as well as long shots. This is also a way to meet the demands of the record label because usually the unique selling point of an artist could be, there performance, voice, music style or appearance and usually with women artists such as Rhianna; it is usually performance and appearance.
There is frequently reference to notion of looking into mirrors, at the camera through direct address, at people, screens within screens, telescopes etc and particularly voyeuristic treatment of the female body. Two examples of this is Lady Gaga Poker Face- when there is a close up of her face and she is staring directly into the camera; and an example of Voyeuristic treatment of the female body is Dirty by Christina Aguilera.
There is often intertextual reference to films, tv programmes, other music videos. An example of this is Work it out by Beyonce which makes reference to the film Gold Member.
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