Music Video TheoryGoodwin

5 key aspects

• 5 key aspects: - Thought through music - Relationship between song and visuals - Narrative and performance through

song# - Technical aspects of video - Star Image (Protagonist)

Interpretations

This theory suggests different interpretations for the way the music video can pan out

•Images must illustrate the genre and song well, a punk rock music video would typically not involve bright colours and flowers for example, in this it must also tell what the song is trying to portray.•Disjunction is when the music video totally ignores the song that is being used and instead tells a story.•Amplify repeats images and shots to drive a meaning into the audience's head.

Relation/ narrative performance

• Goodwin theorized that the meaning of the song can be portrayed through the music video, lyrics in the song can correlate directly with what is happening on screen. This therefore makes the song a sort of director for the music video, for example if the lyrics were ‘I’m crying’, relation would dictate that the actor cries. On top of this Goodwin believed that the actor playing the ‘principle character’ in the music video should be the singer/ artist. This mainly plays as a good advertising campaign as if you see the music video featuring the artist, the consumer becomes aware of who his song is by; without this they artist may go unnoticed. In addition to the advertising technique this theory brings, it is better for audience engagement as they recognise the high profile artist and become interested in their role. They see them singing the song as lead actor and become aware of this being their song, yet also have a recognisable figure to watch as oppose to the music video being a form of unrelated film with the song playing over the top.

Star Image• Star Image see the usual artist taking on a narrative performance

role and bringing their own image to the music video, this is usually iconographic for the artist and makes it recognisable for the audience and assists with their reputation and advertising. Unique style such as Britney spears’ ‘Baby one more time’ music video making a reputation for herself with a new, rebellious image. Although this example is a controversial one, we see evidently that it did create reputation and recognisable style for the singer, on top of this it mad high publicity because of the style and controversy. Costume is not the only example of star image, movement is another high profile one with revolutionary dances such as ‘Gangnam style’ and ‘Thriller’ being created and shown in their respective music videos. These dance moves create a recognisable image associated with the music video and artist and create an interest with Gangnam style being a good example of success with it being the highest viewed video on YouTube; the highly recognisable dance ebing responsible for this.

Sven E Carlsson MV theory

Performance• Sven E Carlsson based his music video theorizing on 2 main theories, one

of which being performance. This would have a music video consist of signing and dancing within the music video and is a popular method for highly publicised artists as it can allow for a high percentage of screen time which advertises them as an entertainer better than the ‘conceptual’ theory thought up by Carlsson. Taylor Swift’s ‘Shake it off’ music video is based only on dancing and singing which does comply to the performance theory however challenges the rule slightly as she almost makes a mockery of this theory with her bad dancing, she challenges the artists who take this seriously. As much as this challenges the theory, it remains a compliant of the Performance theory.

Conceptual• The ‘conceptual’ theory is seen as the more artistic option in which artists

show a unrelated clip that may portray the meaning of their song or something they strongly believe in or have links to. Hozier’s ‘Take me to church’ follows the conceptual idea with the music video showing a message against the homosexual oppression in Russia, this does link in to the lyrics of the song with the strains of love. This deeper meaning to the song being portrayed through the music video does adhere to Carlsson’s theory as it is not based on advertising the artist, so it opposes performance.

Michael Shore MV Theory

Male Fantasies

• Michael Shore theorized that music videos are merely recycled media forms that are based on satisfying male

fantasies, namely having exposed women feature. This is a fully justified theory as there are many examples of

evocative imagery based on woman in popular music videos such as GDFR by Flo Rider.