Andrew Goodwin- conventions of music videos theory

 Andrew Goodwin theories that music videos have all the following features (common conventions)- 

• links between the lyrics and visuals 

This is where the visuals of the music video reflect and represent the lyrics either metaphorically, symbolically or literally. 

Example- Glad You Came by The Wanted

Lyrics that have links with the visuals:

• links between the music and the visuals 

This is where the songs vibe and energy correlates to what's happening in the music video in terms of editing etc. 

Example- Bonkers by Dizzie Rascal 

The visuals of a music video can reflect the pace, rhythm and atmosphere of the music. An example of this is 'Bonkers' by Dizzee Rascal where the fast paced editing reflects the chaos of the music. 

Lots of different lighting and people partying also reflects the mood of the music:

• the videos reflects the common conventions of the genre of music 

This is when the music video consists of many typical features of the songs genre. For this example, I chose a pop video. 

Example: Last Friday Night by Katy Perry

This video is youthful and playful as the actors in the video are students at highschool at a party. This demonstrates the pop genre as teens are largely the target audience. The theme and colours throughout the video are also bright and colourful making it create a happy, pop atmosphere. 

• use of intertextual references (referencing one text within another)

This is when music videos will reference real world issues or other films or music videos within their videos for added effects; it helps to draw in audience, particularly referencing things that suit the target audience of the artist is useful. 

Example- This is America by Childish Gambino

'This is America' by Childish Gambino has constant references to American controversial subject matters about ethnic minorities and playing with stereotypes and the mistreatment and injustice of black people in America. The video also explores the gun crime in America as well as the police and references black history (like dances) throughout. 

• notions of looking and voyeurism (enjoying watching people)

This is when videos will focus on body language, dancing and sexualized images for entertainment purposes. This is common for women to do in music videos in terms of the 'male gaze'. It is common in pop and hip-hop and is predominantly female based although there are videos with a subversion of male gaze (looking at a male sexually).

Example- 7 Rings by Ariana Grande

In this music video, there are lots of close up shots with women dancing with revealing clothing on, as well as lots of close up on Ariana Grande (the artist) implying sexual body language.  

• Reflective of the record label 

This is when the video could reflect issues like the record labels financial status, power and connections. 

Example- Bad Romance by Lady Gaga

This video clearly is with a well known, high budget record label as multiple, big sets are used. Lots of actors are also in the video as well as multiple costumes.

• Star image is a key focus 

This is when the video contains lots of close up images of the artist. 

Example- Countdown by Beyonce

This video shows close ups of Beyonce throughout, this is because she is well known and people are attracted to her and her music. 

• Performance/Narrative/Concept based 

Performance based - showing the band or artists actually singing and performing. 

Example- 'American Idiot' By Green Day 

In this video, the band perform as a group and play their instruments as if doing a performance.

Narrative based- when the music video shows a story or narrative throughout the music video.

 

Example- Love Yourself by Justin Bieber

This video follows a narrative of a couple at home struggling with their relationship. 

 

Concept based- this is when the focus of the music video isn't necessarily on performance or narrative, more an idea or something abstract to make it unusual or shocking. 

Example- Thunderclouds by LSD