Andrew Goodwin’s Theory “ He spent years analysing music videos consequently allowing him to produce a theory which consisted with key features of music videos.”
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Andrew Goodwin’s Theory
“ He spent years analysing music videos consequently allowing him to produce a theory which consisted with key features of music videos.”
1) Lyrics and VisualsGoodwin suggested that there is a relationship between the lyrics and the visuals on screen.They can either be:- Illustrating: This would be a narrative based video such as
R.Kelly ,trapped in the closet. - Amplifying: This would be a performance based video
such as Beyonce, single ladies. - Contradicting: This would an abstract video such as
Junior Sinclair, Move your feet.
2. Music and VisualsHe also acknowledged was that there was a relationship between the music and the visuals.This could be one of the following:- Illustrating- Amplifying- Contradicting- Cutting visuals in time to music
3. Importance of ‘Genre’ He acknowledge that genre existed and was an important
factor. He suggested that each genre has a distinct iconography. For example the ‘Heavy metal’ genre is associated with band members with long hair, black clothing, tattoos, piercings, instruments such as drums/ guitars, screaming and notions of red alluding blood or death.
4. Artist close- upsGoodwin articulated that a key feature of music videos is numerous close ups of the artist. This is mainly due to the record company wanting to promote their artist and buildup their artist ‘profile’.This may include:- Artistic Branding- Celebrity Culture- Artistic Portrayal- Implications on looking good
This is evident in Chris Browns debut video ‘run
it’.
5. Star Iconography A feature linked to artist close-ups is star iconography which each artist will develop in their music videos overtime.This could be through either of the following:- Branding- Style- Brand values- Unique selling points
Madonna has had many ‘Star Iconography’ to
appeal to her developing audiences.
6. VoyeurismGoodwin also recognized that within music videos there is the notion of voyeurism.Which means that the audience see something that they would or should not usually see.This may be in the form of:- Nudity/part nudity/revealing clothes- Exhibitionism- An intimate location e.g. bedroom- Frame within a frame- Mirrors
In Nicki Minaj’s video ‘Anaconda’ she takes
voyeurism to an extreme.
7. IntertexualityGoodwin also noticed that there may sometimes be intertextual references to other forms of media such as:- Other music videos- Films- TV Programs- Games - Novels
Kool and the Gang- Fresh is an example this
due of the story of ‘Cinderella’ being the theme for their video.
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