BY CATHERINE MAY

Goodwin Analysis

Goodwin’s Theory

Goodwin’s theory is based on six key principles:Genre ConventionsLink between lyrics and visualsLink between music and visualsNotions of Looking/VoyeurismBranding of artist – placement of band logo/members featuring prominentlyIntertextual references

Beyoncé- Halo

http://www.youtube.com/watch?v=bnVUHWCynig

Music and visuals

Goodwin’s theory states the link between the music and visuals can be complimentary, contradictory or amplification. Although it is pop music, this particular song of Beyoncé's is extremely slow and almost classical with its style, with explicit instruments used such as the violin rather than computerised noises that are often used in modern pop music. Therefore I believe the slow paced and simplistic visuals used in the video such as plain sets compliment the music. Beyoncé also does more contemporary/balletic dancing throughout the video, and her and the male character to a classical ballroom style dance furthermore complimenting the music style.

Lyrics and visuals

Goodwin suggests that the visuals on screen during the music video will constantly be in relation and in reference to the lyrics. An example of where this is explicitly shown is in Beyoncé's video “Halo”. The lyrics are largely surrounded by the theme of love, and the feeling to have found the perfect soul mate. Throughout the whole song and specifically lyrics such as; “You’re everything I need and more, it’s written all over your face, baby I can see your halo, I pray it wont fade away” videos of close interaction and passion are displayed. This relaxed atmosphere yet intense love and compassion exhibited therefore reinforces and relates to the lyrics persistently.

Genre conventions

For each genre of music such as rap, hip hop, indie and rock there are many characteristics that are often associated with it. For example in a typical rap music video one would expect to see urban scenes, lots of chains and bling and hooded jumpers etc. Stereotypical features of pop music such as Beyoncé's songs include romance, love, natural scenes with large amount of space or parties, happiness, freedom, fashionable and fitted clothing. Pop music is often feel good and strives to promote these factors in order to enable a widespread audience to enjoy the participation in the video. All of these characteristics can be found in the majority of pop music videos, including Rhianna, Lady GaGa and Katy Perry.

Intertextual references

Goodwin’s theory suggests that music videos are likely to have references to other music videos, films or TV texts, however Beyonce Halo does not have this. A music video where this is strongly apparent is Eminem’s “We made you”. The song is based on mockery of other celebrities and singers, therefore there are many intertextual visual references to people pretending to be them in one of their own music videos and films.https://www.youtube.com/watch?v=RSdKmX2BH7o

Notions of looking

Goodwin’s idea of “notions of looking” plays on the idea of gaze and the manner in which particular characters in the video are perceived. An example of this which specifically stood out to Goodwin was women being represented as objects. Notions of looking however does not just comply to women and could be about men being replicated to be cheaters etc.In this particular video (Beyoncé-Halo) the representations are of one male and female; a couple. The shot distribution on both characters are more or less equal, and happiness and content is persistently displayed throughout the video. They only come into contact with each other and often romantically interact with one another. This therefore replicates neither to be better than another, and both to be faithful, passionate and romantic.In some shots however the male character is on a balcony above Beyonce, watching her every move, which in this instance is mainly dancing. This replicates the male to be slightly dominant and possessive; which are stereotypical traits of the male gender in a relationship.

Voyeurism

Goodwin’s theory states that there is likely to be a reference to voyeurism, particularly in the treatment of women. In this music video, this is explicitly achieved with the male character on a balcony above Beyonce, watching her every move which in this instance is mainly dancing. This replicates the male to be slightly dominant and possessive over his ‘loved one’ but may also just imply his passion and concern for her. It does not however always have to be in the treatment of women and could be in terms of systems of looking (e.g. Screens within screens etc)

Branding of artist – placement of band

Each musical artist has a different branding and placement in order for them to be unique and identifiable in the large musical field. Beyonce’s branding and placement is often seductive and independent in order to reach their target audience; which is represented in many of her videos such as “Best thing I never had” and “Partition”. However the lack of makeup, outfit and hair effort and simplicity of the video represents Beyonce as pure, which could be to reinforce the romance theme within the video and song. This is achieved in many of her other music videos and shows the reverse side of her image in videos such as “Flaws and all” and “Deja Vu”. Beyonce is specifically branded one of these two categories; both very feminine conforming to her image and what she is known for.

Logo/members featuring prominently

Beyonce consistently features in her own music videos, and never uses other women to act out the meaning of her song in order to conduct her music videos as what they mean to her. The male characters in her videos often vary from song to song and there is a lacking of consistency between who is used; however the males used are constantly Black-American. This is shown in this particular video and the majority of her other video’s such as “If I were a boy” and “Best thing I never had”.

Beyonce however loyally does collaborative music often with her husband JayZ who will feature in the video as the main character, which is displayed in videos such as “Drunk in love”, “Crazy in love”, “Deja Vu” and many others.

Structure

This particular music video and most music videos tend to be narrative. Narrative music videos can either be linear (tells a story from start to end), or fragmented (tells a story but not necessarily in the right order). Beyonce Halo is an example of a fragmented music video, as it represents a couples relationship in bits and pieces, however does not tell the story of their love from when they met in chronological order. This is the way most of Beyonce’s and indeed other mainstream artists choose to structure their videos. Other genres of music such as rock music often choose to structure their video as a performance and do not choose to have a particular storyline, in order to make the music more atmospheric and pure for its meaning.