Applying Goodwins Theory

I analysed our music video, using Goodwin's theory, making

reference to the real products I previously analysed.

Existing R&B Products:

•Presence of an appealing female •Intimacy between two characters•The artist appears singing the lyrics•Characters are wearing fashionable clothing•Females wearing revealing clothing

•Our Product:• Used

• Presence of an attractive female• Intimacy between two characters, portrayed in the

closeness of the characters during the dance scene. However not as explicit as some existing products, for example Omarion ‘O’ when they are in the bed.

• Fashionable clothing.• The artist appears singing the lyrics

• Challenged• Females wearing revealing clothing - instead we

used sophisticated clothing, that covered up the female.

1.Music Videos Demonstrate Genre Characteristics:

2.There is a Relationship Between the lyrics and the visuals

•Existing R&B Products:

•Usher ‘Burn’ - In Usher's Music Video 'Burn' there is a clear link between the lyrics and the visuals as things are literally burning in on screen, for example the swimming pool, the trees and the picture which is achieved through special effects.

Our product also has a relationship between the lyrics and the visuals, which is achieved through our motifs – The clock and the Ring. The concept of going ‘round and round like a carousel’ which said is the lyrics is emulated in the visuals through the clock and the ring, similar to Ushers ‘Burn’ where the lyrics ‘ Let it burn’ is imitated in the visuals of things burning.

Existing Products:

In Alicia Keys Music Video, The cutting Rhythm quickens as the Music quickens, during this the visuals cut to different items in the restaurant which highlights the type of job she is employed in.

Our Product:

The cutting rhythm of our music video also quickens as the tempo quickens for entertainment purposes. An example is during the conversation between the artist and another character, the cutting rhythm quickens alternating between this scene and the scene at the train station.

3.There is a relationship between the music and the visuals.

Existing Products:

•In Ushers video 'Burn' the motif is fire, as many things are burning through the video, for example the swimming pool, which is done to reflect the lyrics 'let it burn‘•Various close ups of the artists.

4.The demands for the record label will include the need for lots of close ups of the artists, and the artist may develop motifs which recur through their work.

Our Product:

•Our motif that recurs throughout the video, is the clock and the ring, similar to Ushers ‘Burn’ the motifs signify the lyrics and concept of the video which is to go ‘round and Round, like a carousel’ •We also use close ups of the artist to sell his image.

5.There is frequent reference to the notion of looking and particularly voyeuristic treatment of the female body.

Our music video partly challenged this theory, as it did not feature any voyeuristic treatment of the female body. We achieved this by not having our female dressed in revealing clothing or using crab shots of the body that features in Omarion's video ‘O’

We did however featured the notion of looking via the over the shoulder shot during the dance scene. This put the audience at the perspective of the female so that they could see the desperation of the man and how he attempts to be with her.

We also feature a ‘window like’ view of the characters walking up and down the stairs. This allows the audience to compare the characteristics of the characters through their body movement.

6. There is often intertextual reference.

Alicia Keys Album Cover ‘Diary of Alicia keys’

Alicia Keys ‘You don't know my name’

Existing products: Alicia keys uses Intertextuality between her music video and the album cover

Our product:We used Intertextuality between our music video, magazine advert and digi-pak through the use of our motif, which was the clock and the ring.

Intertextualitybetween the three Products.

‘Video’

Magazine advert

Digipak