Olly Murs – Heart Skips a BeatAnalysis of Andrew Goodwin's Music Video TheoryBy Abdul Maajid

Lyrics & VisualsWe see a match between the lyrics and the visuals

“Kiss and leave me on”

Uses hand gestures to kiss

“When we’re dancing”

Dances

“Heart skips a beat”

Show a vinyl disc

“Spin me around”

Spins lady around

“Just move me slow”

Walks on the spot

“We can’t let go”

Throws drum stick in air

This theory states that the lyrics of the song matches what is shown on the video:

Music & VisualsThere is a relationship between the visuals and the music

Artist pretends to play drums.&The music here cuts back and forth to the drums playing

Cuts to the beat of the song

The three artists are seen bopping their heads in sync to the music.

Genre CharacteristicsMusic videos tend to have conventions that matches to the genre of the song

Casual style of clothes Bright coloured clothes Dancing

Cheerful emotions Bright weathered locations

The Genre of Olly Murs’s Heart Skips a beat is of the POP genre and there are many conventions that represent this.

The song itself is a very upbeat and cheerful song which also indicates this.

Frequent LookingThere is a notion of looking, either direct frequent looks to the camera or to an aspect of the Mise En Scene.

There are many times where you see the artist looking at the camera.

There is a notion of frequent looking. This is done to show a relationship between the viewer and the artists, singing directly to the camera helps connect to us.

Promote/ Sell ArtistThere is a style that the artist is wanted to be seen and sold by, and this is usually done by their record label

The first thing seen in the music video is the Artist’s name and the title of the song. It is written in a big font therefore it stands out.

Within the starting of the video (First 10 Seconds) there are multiple shots of Olly Murs, mostly of Mid Shots to Long shots. This is a promotion of the artist as we get to see him mostly and nothing else. The artist and the song would be an attraction to a younger audience perhaps young adults and teenagers as it sounds very upbeat and of the POP genre something that would appeal to them. The costume also looks something young people would appeal to. Some Teenage girls may also be a target audience as his character and look attracts them.

IntertexualityThere is often intertexual references to an iconic figure, which may have been seen in films, TV programmes, music videos etc.As there were no recognizable Intertexuality within the video, I was able to identify the artist that was trying to copy the image of another artist. Olly Murs here seems as if he’s trying to impersonate the look of Robbie Williams. He has also been described as a similar artist to Robbie Williams due to his costume, hairstyle, characteristic etc.

Coincidentally there is also a song that both the artists have featured which is called ‘I wanna be like you’