Andrew Goodwin's Music Video Theory By Jordan Koch
Aug 16, 2015
Andrew Goodwin's Music
Video Theory
By Jordan Koch
Relationship between lyrics/music and
visualsIllustrative: Has a literal meaning, it represents the song’s lyrics in visual form. For example, ‘Parklife’ by Blur https://www.youtube.com/watch?v=SIEsmGzo2UE
Amplifying: Still links the lyrics to the song, but enhances the concept in an artistic way. For example, ‘The Scientist by Coldplay’ https://www.youtube.com/watch?v=RB-RcX5DS5A
Disjuncture: Completely ignores the content of the song and creates a new meaning. For example, ‘Can’t Stop by Red Hot Chilli Peppers’ https://www.youtube.com/watch?v=BfOdWSiyWoc
Iconography
Rise Against – Satellite
https://www.youtube.com/watch?v=6nQCxwneUwA
Depends on the conventions of the genre. For example:Rock = Guitars, stage performanceRap = Expensive house/cars, urban locationBoy/Girl Bands = Dance routine, tropical location
Conventions are heavily reliant on mise-en-scene, such as location, costume, props, lighting etc.
In order for a music video to be successful it must contain most of the conventions of that genre, unless it’s disjunctured music video
2 Chainz – Used 2
https://www.youtube.com/watch?v=oQEhmT7AJ44
One Direction – What Makes You Beautiful
https://www.youtube.com/watch?v=QJO3ROT-A4E
Close up’s of band/artist
This is done in order to promote the band/artist. How often this occurs depends on the demands of the record label and what message they’re trying to get across in the song/album.Typically, this is used more in chart music in which record labels are more focused on promoting the band/artist rather than the music they create.
Panic! At The Disco – I Write Sins Not Tragedies
https://www.youtube.com/watch?v=vc6vs-l5dkc
Gotye – Somebody that I Used to Know
http://www.youtube.com/watch?v=8UVNT4wvIGY
Maroon 5 – Moves Like Jagger
http://www.youtube.com/watch?v=iEPTlhBmwRg
Emphasis of LookingThe notion of looking suggest that there’s an emphasis on looking. This is shown through objects, such as cameras, mirrors etc. which are typically associated with looking. This creates a screens within screens situation.Voyeurism/Male Gaze: Usually present in chart music featuring female stars in which they are being sexualised in their videos. Some see this as women being exploited for their bodies, whereas others see it the other way round as men are being drawn in with this relatively simple technique.
Sharkira – Can’t Remember to Forget
You (ft. Rihanna)
https://www.youtube.com/watch?v=o3mP3mJDL2k
OutKast – Hey Ya
https://www.youtube.com/watch?v=PWgvGjAhvIw
Intertextual References
When the music video contains references to other forms of media (TV, film etc.) which the target audience is likely to understand. These references could parody, create allusion (not directly mentioning it, but still bringing it to mind), plagiarism, translation or quotation. For example, Eminem’s ‘The Real Slim Shady’ parodies super heroes and creates archetypes of conventional job roles; therefore creating controversy and boosting the popularity of the music video.
http://www.youtube.com/watch?v=eJO5HU_7_1w&feature=kp