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1) Beyonce- Countdown
Despite being slightly biased as Beyonce is my favourite female music artist, Countdown is one of my all time favourite music videos. I love the various effects used within it and the vast use of colour and changing visuals. The fact that it appears to be filmed in many different locations, but after researching into it finding out it was all shot in one run-down building, also amazes me. This video also ties in with Andrew Goodwin's theory as it portrays many of his key points regarding music videos. One example of this is that it contains aspects that prove the "male gaze", as Beyonce is shown in various different costumes that are slightly revealing and would definitely appeal to male viewers.
2) The 1975- Girls
I love the simplicity of this video and how it is all shot in one location, yet is still so effective. The changing effect from black and white to colour, with an aim to prove that they are not a stereotypical 'pop band' is also really powerful. Once again, this video can relate to Goodwin's theory as it shows point '4' from my previous blog post, as the visuals display a certain image of the band that the record label are clearly trying to create.
Monday, 30 June 2014
Andrew Goodwin's Music Video Theory
"Music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning"- Andrew Goodwin
Key Points of Goodwin's Theory:
1) Relationship between the lyrics and the visuals: Themes, mise-en-scene and events of the video match with lyrics of the song, to help to portray the message of the song.
2) Relationship between the music and the visuals: The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes.
3) Music videos have genre characteristics: Certain features are expected out of a video depending on the genre of the music, for example a girl bands/artists are expected to have dancers and close ups of the singers, whilst a Indi band are expected to have performance shots ofthe band and cut to a fast beat.
4) Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos: This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.
5) Emphasis on 'looking': The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.
6) Intertexual references: Music videos reference other forms of media, most commonly film, but can also be television and other music videos.
Key Points of Goodwin's Theory:
1) Relationship between the lyrics and the visuals: Themes, mise-en-scene and events of the video match with lyrics of the song, to help to portray the message of the song.
2) Relationship between the music and the visuals: The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes.
3) Music videos have genre characteristics: Certain features are expected out of a video depending on the genre of the music, for example a girl bands/artists are expected to have dancers and close ups of the singers, whilst a Indi band are expected to have performance shots ofthe band and cut to a fast beat.
4) Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos: This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.
5) Emphasis on 'looking': The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.
6) Intertexual references: Music videos reference other forms of media, most commonly film, but can also be television and other music videos.
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