Andrew Goodwin Music Video Theory

• Music videos that demonstrate genre characteristics. (stage performance in metal videos, dance routines and aspiration in Hip hop)

• The relationship between lyrics and visuals. (illustrative, amplifying and contradicting)

• There is often intertextual references to films, TV programmes and music videos.

• Frequent reference to notion of looking. (screens with screens, mirrors and stages).

• The demands of the record label will include the need for man close ups of the artist and the artist may develop motifs which recur across their work.

• There is a relationship between the music and visuals the tone and atmosphere reflect he visual of the music.

6 Features of Music videos

1. Music Videos Demonstrate Genre Characteristics

The music video “Main Chick” by Kid Ink demonstrates features found in hip hop videos. Women in revealing clothes next to the artist in order to make them seem appealing, also making the male seem superior to the female. Parties in hip hop videos is also a characteristic with alcohol. The artist wearing excessive amounts of jewellery to show off their wealth. Also having a crowd of people dancing to the song.

2. The Relationship Between The Lyrics And Visuals

There are three categories that music videos can be put into when analysing the relationship between the lyrics and visuals. These are illustrative, amplified and contradictive. Amplified is when the director is trying to amplify the lyrics to the visual an example of this is Dizzle Rascal ‘Bonkers’, the consumes he wears throughout the video reflect the lyrics. Illustrative is when the lyrics and visuals are demonstrated in a simple format. An example of this is Rizzle Kicks ‘When I Was Younger’ they use cartoon sketches and use kids to portray them as young. Contradictive is when the visuals are random. An example of this is Lady Gaga ‘Bad Romance’ the costumes she uses throughout the video are random and do not always make sense with the lyrics.

3. There Is Often Intertextual References

In multiple music videos there is often reference to other music videos and films. An example of this is Ariana Grande ‘Almost Is Never Enough’ which references The Mortal Instruments: City of Bones. Throughout the music video clips from the film are being shown. The song is also a part of the soundtrack for the film so the film references to the song. Another example is Beyoncé ‘Listen’ which references the film Dreamgirls throughout the music video showing parts of the film Beyoncé is in.

4. Frequent Reference To Notion Looking

This is the sexualisation of women through the visuals and lyrics making references to objectify women, this notion is used to attract mostly male viewers. Men are also portrayed sexually in order to attract female viewers. Through the use of props, clothing and lighting this notion can be amplified. This notion markets artist through sex appeal. An example of the is Nicki Minaj ‘Anaconda’, she is dressed in minimal clothing and females are shaking their bums throughout the music video. The lyrics are also sexual “he love this fat ass” and “he love my sex appeal” are two examples. The combination of the lyrics and visuals show notion looking.

5. Demand From The Record Label

The demand from the record label is the need for close ups and the artist obtaining a style throughout their videos, campaigns and performances. An example of this is Jay-z who is signed to Def jam records which portrays an image of wealth and power. A motif that has developed is a triangle hand shape. The symbol of the triangle is shown in his campaigns and his fans replicate it at his concerns. The idea of a trademark allows the audience to identify with the artist.

6. Relationship Between Music and Visuals

The tone and atmosphere of the visuals reflect that of the music. For example many genre characteristics are shown in terms of music and visuals. For example in Adele’s “Rolling in the deep” there are many glasses of water on the floor and as the drum bass plays the glasses shake. Another example is when the plates are being thrown and the same tempo as the beat.