INTRODUCTION TO DECONSTRUCTING MUSIC

VIDEOSJ ScargillJune 2011

What is the Purpose of a Music Video?

To promote single sales. To promote album sales. To promote brand awareness.

Andrew Goodwin

In Dancing in the Distraction Factory (1992), Goodwin identifies three types of music video.

Performance Videos in which the artist lip synchs to the music track.

http://www.youtube.com/watch?v=5kIgLwCCxbU

Narrative

A video that tells the story of the song. There may or may not be elements of the band miming or otherwise performing.

http://www.youtube.com/watch?v=IRHA9W-zExQ

Conceptual

A narrative that is an interpretation of the song, that is, not the literal story.

Hybrid

A mix of two or more music video styles.

http://www.youtube.com/watch?v=LJ2t4jfVTiU

Goodwin Identified Common Features of the Music Video

Genre Characteristics

The genre of the music will generally be reflected by the content of the video.

Goodwin Identified Common Features of the Music Video

There will be a relationship between the visuals and the music such as on beat editing.

Goodwin Identified Common Features of the Music Video

There will be a relationship between the lyrics and the visuals.

Goodwin Identified Common Features of the Music Video

Close-ups on the artist and star image motifs to establish and reinforce brand.

Goodwin Identified Common Features of the Music Video

There may be references to the notion of looking.

Goodwin Identified Common Features of the Music Video

Intertextual references (images that refer to other media products).