Andrew Goodwins Music Video Theory

“Music videos ignore common narrative as they are essentially advertisements. As consumers we make up our own meaning of the song in our minds; a music video can anchor meaning and gives the record company/artist a method of anchoring meaning”

The 6 different conventions in a

video

A relationship between lyrics and visuals

This concept is the way lyrics either completely contrasted with the video or linked in with it.

Two fingers would link in with the music video due to it matching with the lyrics however something like Jessie J “Price Tag” contrasts due to her being surrounded by expensive goods.

Thought beats: seeing the sounds Goodwin identified that videos often

go in time with the beats of the music and stated that visuals are often repeated to empathise a repeated beat.

Genre related style and icongraphy present

Things are often repeated so it becomes a form of trademark making there songs recognisable this helps to represent style and remember songs in later years.

For example Sias music videos often feature a short bobbed wig.

Multiple close ups of the main artist By using multiple close ups of a band

or an artist it establishes a brand image that is recognisable. It can be used on women by sexualising them however is mainly used to help increase and promote sales.

For example close ups of Beyoncé are often used in her music videos.

Vogourism plays a part mainly with women

Vougouristic angles of women are used to entice male audiences to the artists and the lyrics the shots represent.

Kanye Wests music video fade demonstrates this.

Intertextual refernce to other media text

Music videos often feature references to other media texts.

An example of this would be Iggy Azalia “Fancy” referring to the film clueless showing this through the outfits and settings.