Applying Goodwins Theory

I analysed our music video, using Goodwin's theory, making

reference to the real products I previously analysed.

Existing R&B Products:

•Presence of an appealing female •Intimacy between two characters•The artist appears singing the lyrics•Characters are wearing fashionable clothing•Females wearing revealing clothing

•Our Product:• Used

• Presence of an attractive female• Intimacy between two characters, portrayed in the

closeness of the characters during the dance scene. However not as explicit as some existing products, for example Omarion ‘O’ when they are in the bed.

• Fashionable clothing.• The artist appears singing the lyrics

• Challenged• Females wearing revealing clothing - instead we

used sophisticated clothing, that covered up the female.

1.Music Videos Demonstrate Genre Characteristics:

2.There is a Relationship Between the lyrics and the visuals

•Existing R&B Products:

•Usher ‘Burn’ - In Usher's Music Video 'Burn' there is a clear link between the lyrics and the visuals as things are literally burning in on screen, for example the swimming pool, the trees and the picture which is achieved through special effects.

Our product also has a relationship between the lyrics and the visuals, which is achieved through our motifs – The clock and the Ring. The concept of going ‘round and round like a carousel’ which said is the lyrics is emulated in the visuals through the clock and the ring, similar to Ushers ‘Burn’ where the lyrics ‘ Let it burn’ is imitated in the visuals of things burning.

Existing Products:

In Alicia Keys Music Video, The cutting Rhythm quickens as the Music quickens, during this the visuals cut to different items in the restaurant which highlights the type of job she is employed in.

Our Product:

The cutting rhythm of our music video also quickens as the tempo quickens for entertainment purposes. An example is during the conversation between the artist and another character, the cutting rhythm quickens alternating between this scene and the scene at the train station.

3.There is a relationship between the music and the visuals.

All the music videos include close ups of the artist at various parts of their music video particularly as they are singing. In Omarion's Video 'O' the motif is his body mainly his chest, which is used to promote and sell his image towards the female audience. In Ushers video 'Burn' the motif is the burning of different features, for example the swimming pool, which is done to reflect the lyrics 'let it burn'

4.The demands for the record label will include the need for lots of close ups of the artists, and the artist may develop motifs which recur through their work.

Omarion 'O' - There is the notion of looking when Omarion is standing in front of the mirror, and the camera is behind him allowing the audience to see his reflection in the mirror. The girl in the music video is also wearing revealing clothing which allows Voyeuristic treatment of her body.

Usher 'Burn' - Notion of looking is portrayed when Usher is standing at his window looking out of the frame, this juxtaposed with scenes of the girl by swimming pool suggests that he is looking out to pool reminiscing. The females are also wearing lingerie throughout the video which gives a voyeuristic view of the female body, feature intended to appeal to the male audience.

5.There is frequent reference to the notion of looking and particularly voyeuristic treatment of the female body.

Alicia Keys 'You dont Know my name' - There is the notion of looking when the camera is place at Alicia Keys Point of view as she looks at the man, suggesting that he is her main focus and the song is about him.

Marques Houston 'Clubbin' - The women are wearing revealing clothing as they dance, mostly showing their bellies and arms as they dance in a sexy manor. The medium shots and medium close ups of the women give a voyeuristic view of the female body, which is pleasurable to the male audience.

6. There is often intertextual reference.

Intertextuality is achieved through the use of the artists trademark. For example Omarion's Tattoo of an O under a crown in this music video 'O', is shown in other videos appearing on different items of clothing. Alicia Keys trademark is the piano, as it appears in many of her works and she is seen playing it whilst singing.

Omarion ‘O’ Omarion ‘Touch’

Alicia Keys Album Cover ‘Diary of Alicia keys’

Alicia Keys ‘You don't know my name’