Andrew Goodwin is a theorist that has
identified a number of key features within music videos.
Andrew Goodwin’s six Features of Music Videos;
·
Music videos demonstrate genre
characteristics. (e.g. stage performance in metal videos, dance routine for
boy/girl band, aspiration in Hip Hop) [this is also known as iconography]
·
There is a relationship between
lyrics and visuals. The lyrics are represented with images. (either
illustrative, amplifying, contradicting).
·
There is a relationship between music
and visuals. The tone and atmosphere of the visual reflects that of the music. (either
illustrative, amplifying, contradicting).
·
The demands of the record label will
include the need for lots of close ups of the artist and the artist may develop
motifs which recur across their work (a visual style).
·
There is frequently reference to
notion of looking (screens within screens, mirrors, stages, etc) and
particularly voyeuristic treatment of the female body.
·
There is often intertextual reference
(to films, tv programmes, other music videos etc).
Information From
‘Dancing in the Distraction Factory’ (http://beauchampcollegemedia.com/2010/09/01/features-of-music-videos-andrew-goodwin/)
These can be broken
down into five simple key aspects to make them easier to understand at A-Level;
·
Thought through beat (Seeing what the
lyrics mean in your head)
·
Relationship between the song and
visuals
·
Narrative and performance of the song
·
Technical aspect of a music video
(Mise-en-scene, special effects, sounds and editing hold together the video)
·
Star Image (The artist’s
image/appearance/reputation)
Thought through beat
·
Lyrics should be able to make the
audience see or feel what the artist is feeling, focusing on the chorus which
gives feeling the verses which usually tell the story.
·
The voice of the song should be
unique compared to others to give the person a form of identification.
·
The music video can aid the story
telling by showing a narrative which plays out the moments of feeling which the
artist is singing about. (This links in with the relationship between the song
and visuals.
Relationship between the music and visuals
There are three ways which visuals
can be used to promote a song;
1.
Illustration – The video used certain
images and shots to explain the meaning and story of the lyrics.
2.
Disjuncture - The meaning of the song
is completely ignored
3.
Amplify – This is when the images and
camera shots are manipulated and shown repeatedly throughout the video and is
drummed into our vision so we feel what the artist is feeling.
·
Andrew believed that music videos can
promote a song by the way it acts out the lyrics. This is shown when a
character does exactly what the song says. For example, in Tinie Tempah’s
‘Trampoline at many points in the song we see clips of the item which is
mentions such as ‘tambourine’, ‘Nikies’, and ‘no nighty’.
·
This relationship links to the
narrative and performance because the performance will often act out the
lyrics.
Narrative and performance
·
It is important for an artist to be
involved in the music video by performing or acting out a role as the main
character or singer.
Technical aspect
·
Lighting and colour sets the mood and
creates emphasis on significant parts of the song.
·
Mise-en-scene is vital to the
production of the music video. It can help the artist gain authentication and
also make his/her makeup appear more professional.
·
The beat of the song are useful to
create effective cuts that go with the rhythm of the music
Star Image
·
The star image is always very unique
in the way he/she is presented. E.g. costume, moves and appearance.
·
Using lots of camera shots focusing
on the artist/main actor, making him/her the centre of attention.
·
The star makes the video look more
appealing to audiences while bringing a unique style to the video in the way
he/she is portrayed.
- Celine Dior
