Andrew Goodwin's theory of music videos include 6 points which he believes a music video should follow in order to be a successful promotion for the song.
- Music videos demonstrate genre characteristics
This implies that the music video must follow the theme of the artist, lyrics and genre in order to be successful. For example, House music, or a dance track would have visuals showing clubs, raving, fast paced action. A rap video would typically show a lot of bling, expensive cars, big mansions, fast jets etc. There is also often an excessive use of female characters around the artist. These are common stereotypes of the specific genre that we associate to.
- There is a relationship between lyrics and visuals. The lyrics are represented with images.
This implies that what is being said within the lyrics at a moment in time, should occasionally be shown on screen. For example, JessieJ singing Price Tag, she is singing the lyrics "its not about the money" whilst stood in front of a money tree.
- There is a relationship between music and visuals. The tone and atmosphere of the visuals reflect that of the music.
This could include simple things such as editing cuts to the beat of the music. The editor may chose to contradict the music such a Kanye West, Runaway, rapping to the visuals of ballet dancers. This is similar to point 1, in that having a dance track would be likely that you would see DJ's, raves, parties and drinking within the music video. This would set the atmosphere and purpose of the music and represent it in a visual form.
- 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.
This creates an image of the artist so that whenever we as consumer see the same thing or something similar, we associate it with that artist even though it may not be relevant. This is a form of promotion/advertisement. A prime example of this may be the recent development of Miley Cyrus. Across Miley's work and music videos, the artist is often shown sticking her tongue out. This immediately associates her with this act in the future.
- There is frequent reference to notion of looking and particularly voyeuristic treatment of the female body. For example, on scene, a man in the background may be looking at the dominant female, this would imply that we should be doing the same thing. Also, if the characters on set are not looking at the camera's, this would imply that we should not be looking at them as they are not engaging us.
- There is often intertextual references eg, to films, tv programmes or other music videos. For example, within a music video, the director may chose to reproduce a famous scene from a film.
- Music videos demonstrate genre characteristics
This implies that the music video must follow the theme of the artist, lyrics and genre in order to be successful. For example, House music, or a dance track would have visuals showing clubs, raving, fast paced action. A rap video would typically show a lot of bling, expensive cars, big mansions, fast jets etc. There is also often an excessive use of female characters around the artist. These are common stereotypes of the specific genre that we associate to.
- There is a relationship between lyrics and visuals. The lyrics are represented with images.
This implies that what is being said within the lyrics at a moment in time, should occasionally be shown on screen. For example, JessieJ singing Price Tag, she is singing the lyrics "its not about the money" whilst stood in front of a money tree.
- There is a relationship between music and visuals. The tone and atmosphere of the visuals reflect that of the music.
This could include simple things such as editing cuts to the beat of the music. The editor may chose to contradict the music such a Kanye West, Runaway, rapping to the visuals of ballet dancers. This is similar to point 1, in that having a dance track would be likely that you would see DJ's, raves, parties and drinking within the music video. This would set the atmosphere and purpose of the music and represent it in a visual form.
- 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.
This creates an image of the artist so that whenever we as consumer see the same thing or something similar, we associate it with that artist even though it may not be relevant. This is a form of promotion/advertisement. A prime example of this may be the recent development of Miley Cyrus. Across Miley's work and music videos, the artist is often shown sticking her tongue out. This immediately associates her with this act in the future.
- There is frequent reference to notion of looking and particularly voyeuristic treatment of the female body. For example, on scene, a man in the background may be looking at the dominant female, this would imply that we should be doing the same thing. Also, if the characters on set are not looking at the camera's, this would imply that we should not be looking at them as they are not engaging us.
- There is often intertextual references eg, to films, tv programmes or other music videos. For example, within a music video, the director may chose to reproduce a famous scene from a film.
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