Wednesday, June 15, 2022

Andrew Goodwin's music video conventions theory

Things that we usually expect, conventions of music videos:
- a link between the lyrics and visuals
- a link between the music and the visuals
- reflect the common features of the genre of music
- use of intertextual references
- notions of looking and voyeurism 
- demands of the record label evident eg. budget
- star image a key focus
- performance based, narrative based, and/or concept based 

examples of link between the lyrics and the visuals:


Examples of the visuals and the song:




Amplifying the meaning through the visuals is useful, an example (Integral to the lyrics and meaningful):



Illustrating the meaning, literally showing the meaning of the song and making the meaning clear, literally taking the lyrics and showing them:


Pop conventions:

- Quite easy and simple to follow

- Usually bright colours, happy

- High key lighting 

- Dancing 

- Fun and bubbly 

- Silly


Example:


Rock conventions:

- Performance 

- Quite chaotic

- Dark

- Dangerous looking 


Use of intertextual references, eg: thank you next (Ariana grande)

- Her own life and relationship (seen in the burn book)

- Bring it on

- Legally blonde 

- Mean girls 



With some intertextual references, they could be referencing them because of the key target audiences of some artists’ music 


Notions of looking and voyeurism:

- Women often shown in sexualised ways

- Therefore audience forced to look at their bodies

 

Example:


Reflective of the record label, could reflect their issues:

- Financial status

- Power/connections 

- Other signed artists

- Global locations 

- Target audience


Example:

Stormzy did not have a record label at the time 


Star image is a key focus:

- Lots of close ups and other camera shots that focus on the singer/band’s faces


Example:




3 final big areas:

  1. Performance based - videos focus on a singer or band performing to the camera, often with instruments 
  2. Narrative based - videos have a storyline 
  3. Concept based - videos focus on some kind of arty, surreal, odd based concept 

Try to merge these 3 areas 


Performance based, example:


Narrative based, example: 

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