Theorists such as Andrew Goodwin have come up with codes and conventions that most music videos contain. In 1992 Andrew Goodwin published a book called: Dancing in the Distraction Factory. His theory states that music videos are constructed by the link between visuals, the song and the artist. These are 7 key points from the theory of Andrew Goodwin:
'All music videos have certain genre characteristics, depending on the genre of music'. This key point relates to most music videos and their genre of music. E.g. pop music videos commonly use a lot of star treatment or rock music videos use heavy amounts of performance within their videos. However some music videos are an exception to this concept. An example of a genre characteristic is star treatment in pop music videos. A pop video that portrays this is Another Love by Tom Odell whereby Tom Odell (lead singer) is the focus throughout the entire length of the music video.
'More often than not there is a relationship between the visuals and the lyrics'. This point basically means whether there is a link between what we can see and what we can hear in terms of lyrics. This point is true in the sense it states a majority of music videos have that link. Having this link makes them a narrative music video. Examples of narrative music videos include, 'Happy' - Pharrell Williams, 'The scientist' - Coldplay (video on the right) and 'We don't talk anymore' - Charlie Puth. Narrative videos can be linear and non-linear. Music videos can also be concept music videos which mean the visuals do not have a direct relationship with the lyrics.
'The demand of the record label will be evident in the music video'. This point states how different record labels go about creating their music videos in different ways for different reasons. Smaller record labels may create music videos for pure pleasure with low intent to generate large sums of cash. Whereas large record labels on the other hand mainly create videos to generate money. The way we can identify these differences are by the techniques used. E.g. star treatment, narrative or concept, male gaze etc...
'Artist iconography'. This is when the artist is portrayed as an icon throughout their appearances in music videos. This can be achieved by giving them a fake identity and dressing them in a specific style. there are many classic examples of this which include: Daft punk and Deadmau5 who have helmets on so people only recognise the individuals through the character they have created for themselves. This allows the artist to carry a level of continuity with them allowing the thing that makes them an icon something that people relate to the artist. So for example when people think of a mouse they will think of Deadmau5. This also allows the artist to create their own image from scratch allowing a completely unique form of the individual to be born.
'Intertextual'. Intertextuality is the reference to other media products within a media product. Intertextuality is often seen is tv programmes or films and not as much in music videos however it is still prominent. An example of intertextuality being used in a music video is Plan B's Ill manors. Ill manors the song and ill manors the film are based on the same themes and ideologies using similar visuals as they are both set in urban London.
'The notion of looking'. The notion of looking can include many techniques and is something that is present in almost every music video. The most common use of it is through direct or indirect address. The characters or band members will often purposefully look into the camera a lot (direct address), and sing to the audience, or not look at the camera (indirect address) to create a feeling of distance and voyeurism. However in some music videos, props such as mirrors are used to represent the notion of looking. Shots of the artist reflected into a mirror, the use of televisions or other screens are all example of the notion of looking. Coldplay's music video of 'the scientist' is an example of direct address as Chris Martin (lead singer) makes direct eye contact with the camera lens continuously through the video.
Theorists such as Andrew Goodwin have come up with codes and conventions that most music videos contain. In 1992 Andrew Goodwin published a book called: Dancing in the Distraction Factory. His theory states that music videos are constructed by the link between visuals, the song and the artist. These are 7 key points from the theory of Andrew Goodwin:
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