Goodwin’s Theory

● Andrew Goodwin noticed that many successful music video's included various conventions that were crucial in it's success. He came up of 6 of these which many music videos included.

Genre characteristics● Many music videos have genre characterises that are exclusive for that

genre for example mainstream pop music may include dance routines E.G popstar Ariana Grande's music video’s have dancing as she entertains the typical teen pop fan with the songs uplifting message.

Lyrics and visual● Many of music videos have visuals and lyrics in sync so the visuals may portray

the meaning of a song .Making the video a vehicle in portraying the lyrical message for example empire state of mind by Jay Z has shots of New York in sync with the lyrics .

The lyrics state “Yankee game” and it has visuals of The stadium of the New York Yankee’s

Music and visuals● This again shows that there is a link between music and visuals which may portray

the song's songs message or even contrast it for example in the song wiggle the music completely suits wiggling dance movements present in the video.

Demands of the record label● Artist have to create a unique star image in order to appeal to the audience and gain capital

● Artist tend to endorse a certain brand identity through motifs

● For example Sia has the dolls Whig which is unique to her

● Artist may also endorse their certain brand/identity

● For example artist such as Nicki Minaj and Lil Wayne often state 'young money' which refers to the record label. Drake in many of his videos has the owl which is symbol for his record label.

Notions of looking● Many shots of music video attempt to imitate our way of looking this emphasised by

Mulvey as the theorist states that many videos have shots of the seductive parts of women which men tend to veiw

● For example the track f*ckin problems has many of this.

●

Intertexuality● Many music video's often imitate our forms of media text for example one

direction’s Kiss you features a similar set up to Elvis's jailbird rock and The Wanted's 'walks like Rihanna' imitates other boyband videos.

Boyzone

Intertextuality can also be for TV shows and movies for example drake’s video for hold on we’re going home is inspired by the series Miami vice.

Application to the specific genres

POP MUSIC

THE SOUND OF THE UNDERGROUND – Girls aloud

Girls aloud – genre characteristics

The video contains various genre characteristics for pop examples of this include choreographed dancing which is considered the norm of many female pop video’s. There are often the use of Close ups as the pop genre puts emphasis on the star image and appearance. The pop genre although may to an extent care about artistry they prioritise capitalising from artist so style and image is important. In this video we can see long shots of the girls outfits/make up and their individuals style the colours are playful and lively which is a pop stereotype as pop tends to have a younger audience who can empathise or may want to emulate their style. Other pop conventions include the performance as pop songs tend to include a lot of performances. The constant reoccurring shots of instruments may be of the rock genre this may be considered a pop convention as pop tends to be infused with rock as POP may not have direct conventions as its truly defined as just ‘popular music’The fact that that its it a fairly dark environment with bright lights moving puts emphasis on the face and its beauty which is another aspect of the genre.

Lyric and visuals

Lyric and visuals in the video do correlate here is and example of how they do.Disco dancing with the lights down low

Beats are pumping on my stereo Neighbor's banging on the bathroom wall He's saying 'Crank the bass, I gotta get some more' Water's running in the wrong direction Got a feeling it's a mixed up sign, I can see it in my own reflection Something funny's going on inside my mind.

Don't know what is pushing me higher It's the static from the floor below And then it drops And catches like fire And it's a sound I, it's a sound I know

It's the sound of the underground, The beat of the drum goes round and round Into to the overflow Where the girls get down to the sound of the radio Out to the 'lectric night Where the bass line jumps in the backstreet lights The beat goes around and round It's the sound of the under, sound of the underground

Chain reaction running through my veins Pumps the bass line up into my brains Screws my mind until I lose control And when the building rocks I know it's got my soul

Water's running in the wrong direction Got a feeling it's a mixed up sign I can see it in my own reflection Something funny's going on inside my mind Don't know what, is pushing me higher It's the static from the floor below And then it drops And catches like fire And it's a sound I, and it's a sound I know

It's the sound of the underground, The beat of the drum goes round and round Into the overflow Where the girls get down to the sound of the radio Into the 'lectric night Where the bass line jumps in the backstreet lights The beats goes around and round It's the sound of the under, sound of the underground And when the building rocks I know it's got my soul

The frame here shows the lights being low by the use of dark room with the light bulb moving away from her In this frame the woman is

looking intrigued looking up shows that she is investigating what the ‘something funny is’

As the chorus arrives there is a crab movement to show the obscene underground scene This frame shows the

woman rocking her head up and down meaning she is ‘getting down to the sound of the radio’

There is a relationship between the music and visuals

There are direct links between music and visuals for example

- During the chorus the sound intensifies and dancing is introduced the women move their microphones in the same time as the beat drops

- The visuals match the instruments when they are playing certain noticeable parts

Demands of the record Label

The girls are presented as girl band by their co-ordinated outfits of pink and black this adds to the star image of feminine style promoting women empowerment like their name ‘girls aloud’

There are many long shots which show their unity as a band.

Despite the importance of being portrayed as a band all the members are also showed as individuals as there are many shots showing them one by one and showing off their individual look.

Their pop style also matches with the record labels pop themed artists.

Notions of looking

The music video features various angles relatable to mulvey’s male gaze theories here are examples:

Here there is emphasis on the womans abs

The woman here is wearing a short skirt and there is emphasis on her legs as she strokes them

Here there is a shot of the woman's bottom which men find visually pleasing.

DR Dre –still Dre

The video for still Dre has many codes and conventions of hip hop for example the location is in based California with palm tree’s and beaches which is normal for many hip hop video’s as Hip Hop is dominated by either west coast rapper or east coast rappers with rappers taking pride in their hometown as for Dre its Compton ,California. The music video also features typical hip –hop clothing such as chains ,baseball caps, Hoodies and sport apparel. Cars are also used as many rappers flaunt their wealth by displaying their cars . There are also many woman with minimal clothing this is a convention as rappers are known to be promiscuous. The shots taken are short which is the norm as hip hop tracks are fast paced and have sudden transition. During the second half of the video there is a party atmosphere which a convention of hip hop video’s as many hip hop videos' show partying /clubbing .

Lyrics and visuals In this music video lyrics are presented in various ways the lyrics at times correlate with the visuals here are some example

“still Snoop Dog and Dre”

Still hitting them corners in them lo-lo's, girl

Ladies they pay homage

Kept my ear to the streets, signed EminemHe's triple platinum, doing 50 a week

There is a frame of showing the a –list rapper as he mentions his name

This frame likes as it shows a visual of a the back beat of a Low –Low car which is a car which rides low to the ground.

This frame links to the lyrics as there is a lady pleasing her man

The reference to eminem in the lyrics is matched by the cameo of eminem holding 3 fingers representing triple platinum which shows Dre ‘s talent for discovering artists .

There is some links to visuals and music for example

The cars move in the same time to the beat

Dancers are moving to the dancable hip hop track

Demands of the record label

The video displays various aspects of star image for example it includes Snoop Doggs signature dreadlocks and Dr Dre’s laid back casual style the video also features a cameo from Eminem an artist who's under Dr Dre’s music label

Notions of looking

The video features many frames displaying the female body infact its’s much above the Normal video because of the hip–hop genre. Here are some examples

LIVING ON A PRAYER- BON JOVI

Genre conventions Ling on a prayer has many genre conventions including The costume which is rock based as they are wearing leather jackets with long hair, ripped jeans and boots . The video is also a performance which is typical for a rock video The video features various close ups of the performers and their instruments playing .The footage is also a live concert this is often used in rock video’s as rock artist may put emphasis on they’re preforming rather than their studio work. There are many shots on audience. There are also many track movements on the the camera as rock artist move wildly on stage. Also there is dominance of shot length for the main singer above all other band members but this video contains more than the average footage of other band members. The video has backstage footage which many rock videos have to create intimacy between the performer and audience.

Lyrics and visuals /music and visuals

Due to the fact it’s a performance there are no clear visuals that relate to the lyrics but there are visual that relate to the music for example

-There is a change of colour before the last chorus this is perhaps to intensify the mood as the song reaches its peak this also in time with the beat

- There is also visuals of the instruments playing which is in sync with the music

- There are also various stage movements that relate to the music as the singer turns as the guitarist hits an extended guitar chord

Demands of the record label /notions of looking

The video features various close ups to create the intimacy so it feels as if the artist is speaking to them.

The Video fulfils the demands of the record label as the artist star image is presented by the long hair Bon Jovi have which is their motif

There is also a shot showing a fan holding the album which would be endorsing their product

the fact it’s a performance video shows the atmosphere of the concert which also promotes ticket sales.