Avril LavigneWhat the Hell

So as to create a music video that is believably within the pop genre – I shall analyse 3 real products:

• Britney spears, “Baby One more time”• Ella Eyre, “If I Go”• Avril Lavigne “What the Hell”

I will be using Goodwin's music video analysis theory to analyse these products.

Goodwin Theorised:1. Music videos show genre2. There is a relationship between lyrics and visuals3. There is a relationship between music and visuals4. The demands of the record label will include the need for lots of close ups of the artist (so as to sell the artist, and create recognition) and the artist may develop motifs which recur across their work - The artist may develop a certain visual style as a trademark.5. There is frequently reference to notion of looking (screens within screens or telescopes) and particularly voyeuristic treatment of the female body6. There is often intertextuality - references to films, TV programs and other music videos

Goodwin Theorised that Music videos show genre characteristics:

• Avril Lavigne wears baggy/ ripped t-shirts with distressed shorts and tights, this kind of tom boy/ pop rock look was popular within the 00’s

• Large use of extras – happy and smiling (having fun) adds to a happy and upbeat tone

• High key lighting – adds to uplifting tone

Goodwin Theorised that there is a relationship between lyrics and visuals, these are either:

Illustrative: The lyrics are directly copied by the actionAmplifying: The action is an exaggerated visualisation of the lyrics

Contradicting: The action contradicts or completely contrasts the lyrics

On the other hand Avril Lavigne’s video is mainly illustrative as the song describes “All my life I’ve been good but now I’m thinking what the hell” while the artist steals cars and pushes her boyfriend around, this mirrors the care-free attitude of the track.

There is a relationship between music and visuals, for example, the beat and dynamics of the song:

The visuals in Avril Lavigne’s video are overall illustrative, for example, at the beginning of the song as the music builds up, the artist is in a lowly lit room with light coming through the blinds- matching the music slowly building up as the light does, as the music kicks in there is an immediate transition to a brightly lit location. Also the editing is on beat and each cut is made along with a beat of the audio, therefore allowing the audience to focus on the visuals in conjunction with the audio.

The demands of the record label will include the need for lots of close ups of the artist (so as to sell the artist, and create recognition) and the artist may

develop motifs which recur across their work - The artist may develop a certain visual style as a trademark.

Avril Lavigne is shot close up throughout the video, this establishes the artist within the audiences minds, also the artist is shot close us using her fragrance therefore marketing the artist as well as her products.

Avril Lavigne is initially seen in the video in her underwear, suggesting that she had previously been intimate with her partner and places her within the male gaze, as well as the artist repeatedly teasing her boyfriend.

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

There is often intertextuality - references to films, TV programs and other music videos

I can not find any intertextual references within this video