Theorists of music videos

Goodwin:

Goodwin was an established media theorist who carried out his own analysis of music videos. Below is the number of key features which distinguish music videos according to Andrew Goodwins writing in 'Dancing in the Distraction Factory'. (Routledge 1992)

1. Music videos demonstrate genre characteristics- for example stage performance in a metal video, or adance routine for boy/girl band music video

2. There is a relationship between lyrics and visuals- it's either illusive, amplifying, or contradicting.

3. There is a relationship between music and visuals- this is also either illusive, amplifying or contradicting.

4. The demands of the record label will include the need for lots of close ups of the artist, may develop motifs which recur across their work- a visual style.

5. There is frequently reference to notion of looking- scenes within screens, telescopes e.t.c and particularly vouyeuristic treatment of the female body.

6. There is often intertextual reference- to films, tv programmes, other music videos e.t.c

Andrew Goodwin believes that music videos are often constructed by a link between the visuals of a music videos, the song and the artist. A relationship between the viewer and the artist is built with the use of close ups of the artists. This gives them the representation and the publicity that they require with an intimate effect. The use of vouyeurism was used mainly in the shape of a males fantasy and to develop the atrraction in the videos, and the use of intertextuality is added in humourours music videos. Intertextual references provide further gratification and pleasure for the viewer of fans within a film, tv programme and other music videos.

Use of Camera- The one shot which dominates music videos are close ups. Close ups are used to predominantely reflect the face of the artist, which is the biggest commodity for their representation. The use of close ups also help to create intamacy with the viewer, and having eye to eye contact with the artist helps to relate to the viewer and artist together, and feel they can relate to one another through eye contact. Editing in a montage way is really important for a music videos. The use of fast cuts will encourage repeat viewings, whereas long clips of the same thing will get really tedious, and viewers will be board of the music video after the first appearance. If this is the case, the video for the song will not sell very well and this may effect the artists sales for their music. Editing should also reflect the mood of the song and artists.

Narrative and Performance- The narrative within music videos are often non-linear, which means it may not be set in a straight forward line, with clips jumping backwards and forwards to tell a story or visual. As a result this will encourage multiple viewings, with bits of performace mixed among a narrative building interest within a music video. Often if the music video is full on performance it can get a bit boring just watching a band play their instruments, this happens a lot within the metal genre. However including a narrative within a performance help to kepp the video fresh and gain interest for longer. However what performance does shoe is credibility of their key skills to success being believable. Mise en scene within a music video also represents authenticy, expressing the band members that they are, who they say they are, and what they stand to represent. For example each genre of music have their own style, which is consisitant throughout. For example with the kooks and the indie genre, the lighting is constantly used to set the mood, and used for expresions, this is also used alongside black and white, and the style of clothing that they wear.

Voyeurism and star appeal- The theory of voyeurism was developed by Freud, and means the desire to look and stare. As a result it refers to the pleasure gained through looking. One particular example is the 'male gaze' in which woman are obtified on screen, and develop a mans fantasy. However it also means the pleasure of just being able to see people through objects. For example, apparantly humans recieve pleasure within the darkness of the cinema, whilst watching people on the screen. Motifs of voyeurism include fragmented body parts, such as close ups of the female form, another motif is the use of mirrors or filming through webcams and CCTV's. This use of camera style builds the pleasure of being able to see people whilst giving the idea that they don't know your seeing.

Intertextuality- This refers to another media text within a text. and draws on the influences from films, games, and even other music videos which is then intepretated into another source of media.

Within my music video the two types of theories that would be included and intepretated into my music video is the use of camera, and narrative and performance. The use of camera and close ups is used within my music video with the close up of Astons face, as he reached the saddest climax of the music video in which the depth of the lyrics and the way it's sung reaches it's most emotional. This will work because the close up of the face, and the saddness will be captured by the audience and will make them connect and relate on that emotion level.

The use of narrative and performance is very clear within my music video. The narrative overwhelms the perforance slightly however this is because the narrative and the way the lyrics connect is vital, and the storyline is more important than the performance. The performance is used alongside the narrative to make the emotions deeper, and to define the storyline.