Andrew Goodwin and his Theory

Theory on Genre• Andrew Goodwin says that music videos will feature certain genre

characteristics in terms of style and iconography.• This will be extremely important in setting up expectations for the

audience and communicating the meaning of a song. An example would be Migos – Versace. He uses the common conventions of Rap in his video featuring money, women and jewellery.• Not only that but in the video of becoming something from nothing is

expressed through his materialistic goods.

The Beat, Music and Sound• The structure, speed and beat of the song will be visually represented

mainly through chorus and verse footage. Thus a song with a fast tempo will have a series of fast cuts between the shots. Uber Everywhere uses thought beats in the quicker chorus and verses to stimulate the audience for a more exciting video.

The Artist• Music videos must also represent the artists “voice”, style and brand

identification that is obvious to the audience.• This an important step as it can form trademarks, which can work well

with the star image.• Roland Barthes theory of the Grain of Voice can be related to this. He

sees the singing voice as an expressive instrument and therefore able to make associations of its own.

Narrative and Performance Videos• Music videos act as advertisements for the artist but can also tell a

story for the song also. Narrative and performance should be able to coincide with each other; this means the are able to keep the audience watching without them losing interest. This therefore encourages repeatability.• When an artist acts as both the narrator and a participant of a story,

whilst helping create authenticity. Although the lip-sync aspects remain the bulk of the video.

Relation of Visuals to a Song• Disjuncture – The meaning of the song is completely ignored; the

images shown in the video have no relation to the lyrics: Fall Out Boy “Sugar, We Are Going Down”.• Amplify – The meaning of the song is exaggerated through the use of

visuals: Rae Sremmurd ”Drinks On Us”.• Illustrate – The meaning of the song is made clear though the video. It

clearly illustrates the lyrics or a story within the song; sets of images are used to illustrate the lyrics: Taylor Swift “We Are Never Ever Getting Back Together”.

Star Image• Music videos are generally used to promote the artist. Produced by

record companies allows an increase of sales for the artist and their profile, thus promoting the artist/ band.• This is achieved through making the artist the metaphorical star of

the video by giving them the most screen time. Specific camera shots are used to emphasize the star though “money shots”.

Voyeurism• This idea is present in many music videos more in the representation

of females, but can also be present in terms of systems of “looking”:• Screens within screens; eyes; mirrors; sunglasses; cameras and close-

ups.

Technical Codes• Media language for example camera angles, movement, lighting,

editing and visual effects put in at post production all work together to create meaning for a music video.• The atmosphere, the tone and the mood are reflected in videos with

the use of colour, cut speed of editing and the transitions used.• The setting is often used to communicate meaning and is important

towards the authenticity of the video.• Editing creates a sense of flow for the lyrics and the beat. Cutting to

the beat allows this to happen without it looking out of place.

Intertextuality • In music videos there will usually be intertextual references; either to

other music videos or films and TV shows. These can provide further pleasure for the audience as they can recognize the references.