Andrew goodwin juliet (lawson)

Andrew Goodwin's analysis

By Ellena Moore & George Lawrence

Andrew Goodwin

• British• Received a PhD in Cultural

Studies at the University of Birmingham

• Currently working in the University of San Francisco

• Wrote a book about analysing music videos, titled: “Dancing in the distraction factory”

• And currently working on a book about Led Zeppelin

Andrew GoodwinAndrew Goodwin’s main theories on Music videos consisted of:• All videos have specific genre characteristics• There are always themes of voyeurism• Always a need to sell the artist• Intertextuality – references to other products• A relationship between the lyrics and the

video• A relationship between the music and

visuals

Juliet - LawsonIn this PowerPoint we will be analysing the music video for Lawson’s new single ‘Juliet’. We have chosen to focus on this video in particular as it reflects many of Andrew Goodwin's theories and has provided us with inspiration for our initial ideas that we will put forward in our own video. There are similarities between this video and our initial idea, for example the time period and costume of the characters which is based on the 1920’s. Furthermore, the location, a gentlemen's club, is also something we would like to re-create.

Genre characteristics

Pop band

Mid shots of separate band members with instruments

Constant referrals to the lead singer

Often a narrative

Cuts to the beat

2 situations, shots of the band performing cutting to

shots of a narrative

Narrative consists of band acting as themselves or as fictional characters

Lyrics matching to the action in the shots

Fashionable, often explicit costume

Dramatic locations

Often perform on-stage

Close-ups to show artists’ passion for music and expressions

Juliet - LawsonTime:00.00-00.03

Time:00.03-00.05

Shot Type: Wide-shot to establish the location and acts as a POV of the character from the previous shot.

Shot Type: Mid-shot, protagonist is central in the shot making her the main focus instantly.

Lyric: INSTRUMENTAL

Lyric: INSTRUMENTAL

Analysis: This shot has been used to establish the location for this video. A gentlemen’s club in a 1920’s style. A 1920’s theme is an interesting choice as it was the period that the music video was first established with musicians such as Bessie Smith accompanying their music with a visual aspect.

Edit: By placing this shot directly after the previous one indicates that this could be a Point of View shot. And by its editing together shows that she is hiding behind the newspaper in order to analyse her true desire.

Analysis: This shot references Andrew Goodwin’s theory on voyeurism used within music videos. Here we see a shot of a character hidden by a newspaper. The viewer gets the feeling of looking in on a private act but we also get the feeling that the person behind the newspaper may be looking for something other than the pages. Is this character a voyeur?

Edit: This video focuses entirely on the narrative which is unusual but works well in this location that has various different spaces such as the audience and the stage. This establishing shot is slow and static with no lyrics or harsh music to yet mirror.

Juliet - LawsonTime: 00.50-00.51

Time: 01.53-01.54

Shot Type: Close –up central shot of the groups lead singer

Shot Type: Mid-shot revealing and promoting the band members

Lyric: You will lose control

Lyric: Oh-oh-ee-ooh

Analysis: Andrew Goodwin felt that a good professional music video needs to constantly sell the artist. Therefore, by this video’s constant referrals to the band and close-ups of its members. The videos focus on the bands promotion is maintained. Consisting of good looking members means interest from young girls instantly boosting sales.

Edit: Match cuts are used to edit this sequence together cutting between head shots of the lead singer and the narratives protagonist ‘Juliet’ intensifying as it progresses until the cuts slow down and the chorus has been reached.

Analysis: This is one of the first shots that invites the viewer to see the whole band. They have a very distinguished image here with alternative clothing but are drawn together through similar materials and fashion garments. This gives the group a unique look while adding to the self-promotion.

Edit: This part of the song has a strong beat and drum allowing shots to be cut together with this beat, adding to the viewing experience and reflecting the views of Andrew Goodwin’s music video conventions.

Juliet - LawsonTime: 00.36-00.38

Time: 02.18-02.20

Shot Type: Over the shoulder voyeuristic wide-shot of Juliet and middle-aged man

Shot Type: Close-up of narrative protagonist (Kelly Brooks)

Lyric: Nothing wrong in these allegations

Lyric: All she wants is gold

Analysis: This is another shot that represents the voyeur ideas of Andrew Goodwin but also displays the intertextuality that this video presents. It shares the same costume and similar locations that ‘The Great Gatsby’ – 2013 has brought back into the public interest.

Edit: Back at the chorus the video goes back to fast paced cutting which often happens too fast to fully comprehend the content but makes for repeat viewing as the audience want to be able to digest as much information as possible.

Analysis: Intertextuality allows the audience to take more away from the media than what is blatantly obvious through referring to other media texts. The use of the famous model and TV personality Kelly Brooks instantly engages the viewer as they are eager to see how she performs and relates to the video. Furthermore, throughout the video, Kelly’s character has been made to replicate the looks and movement of the iconic cartoon character, Jessica Rabbit. This reference also brings to light the research conducted by Laura Mulvey ‘The Male Gaze’.

Edit: This shot is long in comparison to the ones that surround it adding extra focus to the protagonist.

Juliet - LawsonTime: 03.16-03.17

Time: 02.52-02.52

Shot Type: Extreme close-up of drums being played

Shot Type: A close-up two shot of band member and Juliet

Lyric: 1…2…3…4…

Lyric: Nobody does it like Juliet

Analysis: A further aspect of Andrew Goodwin’s analysis of music videos was that the content of the shot matches the music and not just the lyrics. This shot mirrors the strong drum beat of the backing track at this particular part of the song. With the drop of the drumstick on the drum at the right time making the video ever more realistic and appear like a live performance allowing the audience to connect with the artists more.

Edit: This is an exceptionally short cut away from the other shots that help make this songs climax so dramatic but the video hits perfectly on the beat of the drum in the song

Analysis: This shot represents how Andrew Goodwin was right about the content of the shots matching the lyrics of the song. For example, here the words of the song go, “Nobody does it like Juliet” which has been re-created in the scene through the seduction of a band member by ‘Juliet’. A shot like this also demonstrates the importance of lip-syncing and its need for perfect timing which is an element we will have to insist on to be perfect.Edit: Editing has also been employed to emphasise this lyric as a montage of shots have been used here showing Juliet flirting with various band members.