Andrew Goodwin:
7 key ideas to identify
1. Music videos demonstrate genre characteristics (e.g. Stage performances in metal videos, dance routines for boy/girl bands)
2. There is a relationship between the lyrics and the visuals (Either illustrative, amplifying or contradicting) 3. There is a relationship between the music and the visuals (Either illustrative, amplifying or contradicting)
4. The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (e.g. A visual style)
5. There are frequent references to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic (sexual) treatment of the female body
6. There is often inter-textual references (to films, TV programmes, other music videos, etc)
7. Whether the video is primarily performance-based, narrative-based or concept-based and how element of each is used in it
Purpose Of Music Videos
•They are an important
promotional tool for marketing performers and their music.
•Helps to create the
‘star image’ for a new performer.(E.g. Lana Del Ray)
•Adapts or develops
the image of a more established artist. (E.g. Rihanna)
•Music video is used
to interpret and anchor the meaning of a song and to entertain the audience.
•Iconography indicates
the genre of music and the style of the performer.
n Music videos often contains a number of
different elements:
¨ Performance
¨ Narrative
¨ Thematic
¨ Symbolic
Intertextuality: The shaping of media through reference to another media text.
set texts :
list A
Corinne Bailey Rae- Stop where you are
Massive Attack- unfinished sympathy
Emily Sandé - Heaven
List B
Fatboy slim- Ya Mama
Radio head-burn the witch
David Guetta-Titanium
list A is categorized as mainstream music videos and list B is alternative.
the difference between mainstream and alternative music videos is:
mainstream
-singer perform
-narrative & elements of performance
-urban setting (city)
-hardships
Alternative
-artist doesn't feature
-suburban
-conceptual narrative
-limited representation
-sinister element.
