Goodwin's Music Video Analysis

Andrew Goodwin writing in ‘Dancing in the Distraction Factory’ (Routledge 1992) 

1. Music videos demonstrate genre characteristics 
(e.g. stage performance in metal video, dance routine for boy/girl band). 

2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting). 

3. There is a relationship between music and visuals (either illustrative, amplifying, contradicting). 

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style). 

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. 

6. There is often intertextual reference (to films, tv programmes, other music videos etc). 

Music Video Styles

Technical codes 
- As with your work on TV Drama,when analysing pop video it is important to consider the technical codes which are used to construct both the video itself and the representations inherent within it.

Camerawork 
- As with any moving image text, how the camera is used and how images are sequenced will have a significant impact upon meaning.

The Close Up Predominates 
- As in most TV, this is partly because of the size of the screen.

- Also because of the desire to create a sense of intimacy for the viewer.

- It also emphasises half of the commodity on sale (not just the song, but the artist, and particularly the voice). Music Video 

Preliminary Task

Music Video Analysis: Mac Miller - I Am Who Am (Killin' Time) [Ft. Niki Randa]

Music Video Analysis: Mac Miller - I Am Who Am (Killin' Time) [Ft. Niki Randa]

When speaking on this song Mac miller said it is 'very introspective and very personal so its kind of throwing it out there and seeing what happens.'

Music Video Analysis: Dizzy Wright - Fly High feat. Nikkiya

Music Video Analysis: Dizzy Wright - Fly High feat. Nikkiya

This dusty, old-school production of Dizzy Wright's 'Fly High' music video is a chilled out music video to go with a chilled out song. Dizzy pilots this track with his charismatic flow and personable, introspective lyrics while co-pilot Nikkiya ties the song together nicely with a smooth hook.  

Music Video Analysis: Earl Sweatshirt featuring Vince Staple & Casey Veggies - Hive

Music Video Analysis: Earl Sweatshirt featuring Vince Staple & Casey Veggies - Hive

The song's ominous, menacing tone is reminiscent of other dark OF singles like Tyler, the Creator's 'Yonkers.' The video is influenced by the children's book Where the Wild Things Are, as referenced in the lyrics: 'Raised where the beasts are.' This explains the foreboding sense of disaster and the horror film aspect which is seen throughout the music video.



The music video begins with a close up of Earl Sweatshirts face. This is a clear generic convention of music videos as the audience are therefore prone to be feeling more attached to the artist and in a way believe they have an insight into their life. It also emphasises the performance based aspect of the music video as the audience can clearly see the artist singing or rapping to their song. This makes it more believable and life-like.

The music video then continues to give close-ups of objects and other props. This is a generic convention of many music videos.

This medium shot portrays the randomness and dream like aspect to the music video. Behind Earl Sweatshirt the wall is slowly moving. This is in order to confuse the audience. This music video is mainly concept based with a lot of images and concepts used to question the audience and create a sense of unease. The two people either side of Earl Sweatshirt are wearing creepy halloween masks, this relates to the dark atmosphere of the music video. This darkened atmosphere however goes perfectly with the song as the beat is very irregular and doesn't go with the flow. However this is his controversial rapping style which can relate to this controversial video.

In what ways does your media product use, develop or challenge forms and conventions of real media products?

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Genre characteristics

Seeing as our song is clearly a female singing and is put in the r'n'b genre we have decided to use a young, aesthetically appealing female, who is sweet but also has another side to her. By doing this we have used the generic conventions used by real media products, as most of the time the singer does not only have the voice but also has the look. You could even argue that in our generations the look is more important than the voice. We are thinking it would be best if we set the music video outside as nature can be used as he perfect set. It is cheap, easy and beautiful. Many music videos are set outside exactly for this reason.

Relationship between lyrics and visuals

We are thinking that it would be best to have our artist singing directly to the camera as it makes a connection between the audience and the artist. Therefore the music video is predominately a performance based music video however it also contains some conceptual themes. We want the lyrics to have a very strong link with the song. We want this so the audience are able to make a connection between the music video and the song. This therefore generates popularity and revenue.

Relationship between music and visuals

Although often confused, the relationship between the music and visuals is different to the relationship between the lyrics and the visuals. For the relationship between the music and the visuals it depicts things such as the speed of the music matching the speed of the editing.