1) A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics. For example in Jessie J's 'Price Tag' the lyrics of the song say 'its not about the money' and in the video Jessie J is stood in front of a tree with money. This shows how the visuals contradict the lyrics in this particular song. Another example of this is 'Hair' by Little mix.
2) Seeing the sounds: the relationship between the music and the visuals which illustrate, amplify or contradict the music. Goodwin identified that the visuals within a music video may be edited in time to the lyrics/change of pace in the song. An example of a music video edited in time to the pace/sound beats of the song is 'Bounce' by Calvin Harris. Another example of this is 'Thinking out loud' by Ed Sheeran as the dancing and cuts go along with the beat of the music.
3) Genre-related style and iconography present. Goodwin recognized that most artists have a trend of repeating certain actions within their music videos in order to establish this as their 'trademark' action and therefore making their songs recognizable due to the action reoccurring often. An example of iconography is shown by JLS as in most of their music videos they have their tops off.
4) Multiple close ups of the main artist or vocalist, the creation of a star image to promote a recognisable brand image. Goodwin identified that it is a common feature for record labels to use close ups of the artist in order to promote the sales in the single. This is most common in female artist and an example of this is 'Hello' by Adele.
5) Voyeurism often plays a major part, especially in relation to females. Goodwin recognised that many music videos voyeuristic angles of women in order to entice a male audiences interest in the artist and also the lyrics to which these shots represent. This is used to sexualise the artist and cause a fetishistic connection for the male audience. An example of this is shown in the video ' Say my name' by Rihanna when her back is turned and as you cannot see her face the shot is showing her as a sexual object.
6) Intertextual references to other media texts may be present, especially in humorous videos. Goodwin recognised that it was not uncommon to recognised either the visuals or lyrics to be a direct reference to another media text. An example of this is that Michael Jackson 'Beat it' was influenced by West Side Story. Another example of this is seen in Shakira's 'She wolf' video which her leaning dance movement was influenced by Michael Jackson.
Great Ella think about these when you plan your own music video.
ReplyDelete