ANDREW GOODWIN’S MUSIC VIDEO THEORY AND IDEAS

These Ideas are from his book ‘Dancing in the Distraction Factory’, 1992.

GENRE & TECHNIAL CODESGoodwin says ‘Music videos will contain and feature genre characteristics particularly in terms of style and iconography. This is crucial for setting up expectations and communicating meaning.’

Technical codes include the use of camera, lighting, editing and setting. They are used within a music video to communicate a meaning or create an atmosphere and mood.

For example these screenshots from Blink 182’s ‘Up All Night’ show how lighting, setting and colours have been used to portrays the energy and passion within their performance. For example the low key lighting with the warmth from the fire portrays their disturbance, potential anger and energy.

THOUGHT BEATS The term ‘thought beat’ refers to something that you can visually see that reflects the sound you hear at the same time. This will mean that the structure, tempo and beat of the music will be represented visually in the music video through any technical element. For example in the music video ‘Take Care’ by Drake and Rihanna, whenever the chorus begins the editing gets a lot slower and slow motion editing has been used on animals such as a bird and a Bull to reflect the smooth instruments used and the slow tempo. However when drake’s verse comes in the editing get’s a lot quicker reflecting his energy and speed and

NARRATIVE & PERFORMANCE Goodwin argues that music videos should have repeatability

through the use of narrative and performance as it makes it easier to watch over again without losing interest. This can be enhanced when the artist is both acting as a narrator and participant as it makes it feel more authentic. Despite this lip synching and mimed actions remains at the heart of music videos as the audience need to believe it is real. For example in Childish Gambino’s ‘Telegraph Ave’ he plays the strange half creature half human character in the narrative whilst at the same time performing and singing the song. This is more engaging as you are seeing the artist himself act and perform in the situation.

RELATION OF VISUALS TO THE SONG

Goodwin makes a point that a music video will fall in to one of these three groups:Disjuncture – when the meaning of the song is ignored and the imagery is not relevant to the lyrics. An example of this is ‘HYFR’ by drake. Where the music video shows drake in a religious temple having a Bar Mitzvah which is a Jewish ceremony which is very irrelevant and juxtaposing to his rap song but is entertaining by doing so. Amplify – This is when the meaning is exaggerated through the visuals. An example is J Cole's ‘She Knows’ music video which applies the meaning of ‘she knows’ to a mum that knows her son is skipping school to cause trouble and smoke. For example as the lyrics ‘show knows’ are sang the boy is drinking, smoking and skating. Illustrate – This is when the meaning of the song is clearly represented through the visuals. The most common use is when there are a set of images that match what is being said In the lyrics. An example of this is Mac Miller’s ‘Thoughts from a balcony’ music video which is clearly illustrated stood on a balcony looking out for the duration of the music video.

STAR IMAGE & INTERTEXUALITY Music videos are a form of promotion for an artists’ song and so therefore thy aim to make it clear who the ‘star’ is and make them look as appealing possible to their audiences. This is often achieved through the artist having the most screen time. Other techniques are also used such as a lot of flattering close up shots of the artist which are called ‘money shots’.

Intersexuality can be used within a music video to create references to other music videos, films, TV and other popular culture texts. The audience enjoy being familiar with these references.

An example of both of these points is clear in the music video ‘King of the fall’ by The Weeknd. For example most of the music video is a medium close up focused on him which clearly portrays he is the star. He also is wearing two variations of a rare expensive supreme x the north face jacket that his audience will recognize and admire. They will also enjoy this textual reference a they will probably be a fan of supreme.

VOYEURISM Voyeurism is used in many music videos in terms of signifiers of looking. For example there might be a lot of eye’s, mirrors, glasses, cameras and screens within screens. Voyeurism can be used to effectively entertain and engage an audiences with on screen visuals they know their not supposed to be seeing in the music video as if it were reality. An example is Jhene Aiko’s ‘The Worst’ music video where this concept has been used in a more sexual way. For example you as an audience see Jhene walking around her home is minimal clothing, this obviously engages the audience as she is very attractive. The audience feels as if you aren’t supposed to be watching her in the privacy of her home but the audience still gets enjoyment out of this use of Voyeurism through a more sexual way because of how little she is dressed in. Mirrors are also used to create a sense of looking in.

Overall Goodwin’s theories and ideas are all very relevant still to this day, despite how

long ago his book was written and how much music videos have developed with

new genres and technology.