Andrew Goodwin's Music

Video Theory

By Jordan Koch

Relationship between lyrics/music and

visualsIllustrative: Has a literal meaning, it represents the song’s lyrics in visual form. For example, ‘Parklife’ by Blur https://www.youtube.com/watch?v=SIEsmGzo2UE

Amplifying: Still links the lyrics to the song, but enhances the concept in an artistic way. For example, ‘The Scientist by Coldplay’ https://www.youtube.com/watch?v=RB-RcX5DS5A

Disjuncture: Completely ignores the content of the song and creates a new meaning. For example, ‘Can’t Stop by Red Hot Chilli Peppers’ https://www.youtube.com/watch?v=BfOdWSiyWoc

Iconography

Rise Against – Satellite

https://www.youtube.com/watch?v=6nQCxwneUwA

Depends on the conventions of the genre. For example:Rock = Guitars, stage performanceRap = Expensive house/cars, urban locationBoy/Girl Bands = Dance routine, tropical location

Conventions are heavily reliant on mise-en-scene, such as location, costume, props, lighting etc.

In order for a music video to be successful it must contain most of the conventions of that genre, unless it’s disjunctured music video

2 Chainz – Used 2

https://www.youtube.com/watch?v=oQEhmT7AJ44

One Direction – What Makes You Beautiful

https://www.youtube.com/watch?v=QJO3ROT-A4E

Close up’s of band/artist

This is done in order to promote the band/artist. How often this occurs depends on the demands of the record label and what message they’re trying to get across in the song/album.Typically, this is used more in chart music in which record labels are more focused on promoting the band/artist rather than the music they create.

Panic! At The Disco – I Write Sins Not Tragedies

https://www.youtube.com/watch?v=vc6vs-l5dkc

Gotye – Somebody that I Used to Know

http://www.youtube.com/watch?v=8UVNT4wvIGY

Maroon 5 – Moves Like Jagger

http://www.youtube.com/watch?v=iEPTlhBmwRg

Emphasis of LookingThe notion of looking suggest that there’s an emphasis on looking. This is shown through objects, such as cameras, mirrors etc. which are typically associated with looking. This creates a screens within screens situation.Voyeurism/Male Gaze: Usually present in chart music featuring female stars in which they are being sexualised in their videos. Some see this as women being exploited for their bodies, whereas others see it the other way round as men are being drawn in with this relatively simple technique.

Sharkira – Can’t Remember to Forget

You (ft. Rihanna)

https://www.youtube.com/watch?v=o3mP3mJDL2k

OutKast – Hey Ya

https://www.youtube.com/watch?v=PWgvGjAhvIw

Intertextual References

When the music video contains references to other forms of media (TV, film etc.) which the target audience is likely to understand. These references could parody, create allusion (not directly mentioning it, but still bringing it to mind), plagiarism, translation or quotation. For example, Eminem’s ‘The Real Slim Shady’ parodies super heroes and creates archetypes of conventional job roles; therefore creating controversy and boosting the popularity of the music video.

http://www.youtube.com/watch?v=eJO5HU_7_1w&feature=kp