Analysing Music Videos

By Shannon Horton

What is the purpose of music video analysis? Well, music video analysis helps develop your own skills in media analysis. It hones in your ability to comment on macro and micro elements and also alerts you to different types of representation. It helps you identify with the genres of different types of music. It shows you the typical codes and conventions within different genres of music video analysed. For example: typical codes and conventions for rock music would entail black clothing and electric guitars.

Firstly, list the conventions and associations you would make with types of music videos. For example:

1. Dance- Neon colours, glow sticks, nightclubs etc.2. Rock-Fire, girls wearing “shocking” clothes, Blood etc.3. Indie-Colour, Live play, small audiences etc.Then, watch your video thoroughly. The first time through, don’t make

notes, just observe the video. On the second watch, list all the macro and micro elements and note down features you observe near them

For example:Rock Genre-Audience-Camera-Extreme Close Up on upside cross.Then, explain why the feature is important, and what it portrays.The upside down cross represents the connotations of cosmic/evil undertones

that most rock bands attempt to express in music videos.

You need to look out for three things when you are analysing music videos.

You need to ask yourself whether your analysis is:Invalid- Does it makes sense with the technique/element?Undeveloped- Do you need to explore the analysis more?

Repeated- Have you already said a similar point

Invalid Basic Repeated

Andrew Goodwin is a media expert. He specialises in ground-breaking theories relating to music video analysis. This means you should study his work prior to analysing a music video, as it helps point you in helpful directions regarding music video analysis. Goodwin identifies 5 key themes/aspect that we (as an audience look for in music videos. We as an audience look out for: Beats (seeing the sound), narrative and performance, the “star” image, relation to visuals to song and technical aspects to the video. His theories also state that music videos demonstrate genre characters (e.g. stage performance in metal videos). He also says that there is a relationship between lyrics and visuals (either illustrative, amplifying or contradicting). He also offers that the demands of the record label will include the need for lots of close-ups of the artist. This may resort in a motif development reoccurring across their work (a visual style). He says there is frequently reference to the notion of looking (screens within screens etc.) and particular voyeuristic treatment of the human body.

ReferencesAnalysing Music Videos (Accessed 28/10/2012) : http://mediastudies-sobia.blogspot.com/p/andrew-goodwin.Cross (Accessed 28/10/2012) : http://www.google.co.uk/images/crossAndrew Goodwin’s Theory (Accessed 28/10/2012) : http://www.slideshare.net/guestc6d43a4a/andrew-goodwins-theory