Goodwin's Theory.
Goodwin's theory believes that when it comes to music videos there will be eight main elements that most of them follow.
1. Genre Characteristics.
In this area Goodwin believes that music videos mostly reflect the genre they come from. This will happen through the use of specific characters that are conventional to each genre. For example:
Rock...
- Dark
- Passive Agressive
- Most likely to be a band
- Leather and studs
- Performance
- Make-up
- Dark Colours
- Green Screen
Swing...
- Old fashioned
- Dressed Smartly
- Black & White
- Saxophone & similar instruments
- Black tie event
Hip-Hop...
- Promiscuous girls
- Glamorous
- Ghetto
- The Male Gaze (Mulvey)
Pop...
- Cliche
- Cringey
- Attractive people
- Popular Culture
- Mainstream
- Stylish
- Young
- Exaggerated
Dance...
- Back-up dancers
- Star Performance
- Long shots & extreme Long shots
- Use of green screen
- Clubs
- Festivals
- Colour
- Undefined Genre
- Thematic
2. Relationship between lyrics and visuals.
This is the part of the theory where Goodwin looks at how in music videos the visuals can relate to the lyrics. He believes that there can be a connection between the visuals and words and that they can either be illustrative; meaning that the visuals are displaying exactly what the words are saying. Or they can be amplifying, which is when the lyrics of the song are exaggerated through the visuals. However the visuals can also be contradicting, meaning that they show the complete opposite to what the lyrics are suggesting.
3. Relationship between the music and visuals.
Goodwin looked into the connection between the visuals of music videos and the actual music. He made a point that if the music is upbeat then it is most definitely that the visuals are too. And the same for a video that may be monotone, the visuals usually follow in the same footsteps.
4. Star Image Motifs.
This part of the theory looks at the element of star image. If star image is heavily used in a music video it is most likely that you will see many close-ups of the star as they are most probably the focus of the whole video. Star image is usually demanded by record labels because it helps promote the artists style and unique identity. Using the star image of a music artist makes them popular amongst their audience.
5. Notion of Looking.
Notion of looking looks at the voyeuristic treatment of the male and female body. It shows people as Sexual objects and also promotes the idea of sexualising the opposite gender as the normal thing to do now a days, since it has become exceedingly more popular in todays music culture.
6. Intertexual Reference .
This is when a part of a music video or the whole music video links to something that has happened before; whether it is other films, Tv programmes, reports from the news or even other music videos. Intertexual referencing is done in most music videos because sometimes it can come across quite controversial to the audience which helps create more publicity for the artist and their music.
7. Performance, Narrative or Concept based?
Performance...
When a video is video is performance based, the whole thing focuses on the artist and has a wide variety of dancing and lip syncing. There may be elements of slight narrative but the attention is never taken away from the star.
Narrative...
A video being narrative based video has a clear start, middle and end. There is a story that flows throughout the whole video. Narrative based videos also have a message to show their target audience. Artists use this as an outlet to communicate with their fans and create a stronger relationship between the both of them.
Concept...
With a concept based video there is usually only one theme running throughout the whole thing. Sometimes the concept may not link to the song so it may not really make sense to the target audience therefore meaning it may come across quite abstract.
8. Technical elements.
The technical elements to every music video are:
- Cinematography
- editing
- mise en scene
- sound.
All these aspects put together help create the basic beginnings of a music video and help prove Goodwin's theory. Cinematography decides on which elements of camera angles and sizes to use and to see if they are conventional to the genre of music being displayed in the video. it is important that the right ones are picked so the video flows and isn't too harsh on the audiences eyes, the same applies to editing. If the song is upbeat and lively it wouldn't make sense if the video editing was slow and dragging, it would not appeal to the audience. Mise en scene in a music video is vital but it is even more important that they fit the genre characteristics of the Star.
Class Task.
We analysed a music video in class...
Features to look for.
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General examples present.
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Detailed example
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Genre Characteristics
|
-
Colour
-
Glamourised
-
Cars
-
Clubs
-
Dancing
-
Squad
-
Drinking
|
Will is seen to be using
his fame and all the female attention he is getting from it to show how
successful he is. This is also done by the glamorous lifestyle he portrays
through the cars and the clothes he is wearing in the video.
|
What is the relationship
between the lyrics and visuals?
|
The visuals are
illustrative to what the lyrics are saying.
|
In the video he raps about
dressing fly, as he says these words it shows him admiring his reflection in
the mirror as he draws attention the the clothes he is wearing at the time.
|
What is the relationship
between the visuals and music?
|
The visuals are linking to
the music.
|
The whole song is based on
Will’s love for Miami and how it is such a good place, the visuals link to
the music because the song is upbeat and happy. This is represented through
the colourful visuals and smooth editing transitions.
|
Are there close ups &
star image?
|
The majority of the video
focuses on Will Smith and the location he is in.
|
Throughout the whole video
the camera is following Will and his squad around Miami, they have used his
publicity to promote his music in this video.
|
Notion of Looking?
|
The notion of looking is
mostly focusing on females and the tiniest bit on main star.
|
The notion of looking sexualises
women’s bodies in this video since they are all hardly wearing any clothes
and they are shown as extremely attractive.
|
Intertexual references?
|
There are references to
Miami and the Spanish culture it withholds.
|
This reference is
represented when the switch over from hip-hop to salsa music is done. There
becomes a whole section of the video where there is ballroom salsa dancing
and costumes.
|
Performance, narrative or concept based?
|
Heavily performance based with dancing and lip syncing.
|
The video is concept based with heavy elements of
performance. The concept is to follow the star through the city as he shows
what he loves but whilst this is done he is performing to the audience.
|
Paired Task.
Features to look for?
|
General examples given
|
Detailed example
|
Genre characteristics
|
Colourful, cars, attractive girls, sexy, appearences,
tattoos, piercings.
Low-key lighting with flashing lights.
|
Main star presented sexually, low-key lighting but calming
colourful lights flashing creates r&b atmosphere.
|
Relationship between visuals and lyrics
|
Lyrics of song represent what is going on in the video.
|
Kehlani is speaking about loving a girl. Video shows two
girls touching.
|
Relationship between music and visuals.
|
Editing matches beat and lighting.
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Editing is fast and sharp, perpendicular to the beat.
|
Close-up or star image.
|
Close-ups on her face and body where she is in underwear,
silouhettes of her.
|
Focuses on her body movements, singing on the bed. Showing her tattoos and peircings portraying
r&b stereotype.
|
Notion of looking.
|
Body parts of Kehlani. Interacting with other women,
controversial idea.
|
2 girls in the car, touching each other, licks her face. Portraying
seductive theme.
|
Intertextual reference.
|
n/a
|
n/a
|
Performance
Narrative
Concept.
|
Performance and concept based. No clear narrative.
|
Performance – her singing, being seductive. Lights etc.
Concept – interacting with girls, not a clear narrative.
|
Positive Points...
- The theory is easy to apply to almost all music videos
- It allows you to breakdown the video and grasp a personal understanding
- When creating a music video it helps you consider all aspects of a video that may help you make decisions
Negative Points...
- The fact that this theory focuses and works for mainly mainstream genres and pop culture in general.
- Another thing is that it is unclear whether the theory is being critical or if these elements divide themselves naturally.
I think In my music video I will use Goodwin's theory to make i have all elements of a basic music video and make sure that all the aspects of my video fit into the genre characteristics of the song and artist i pick so that my target audience is satisfied.
