Andrew Goodwin's theory music video

Andrew Goodwin's theory music video

Goodwins theory explains that there are six different conventions within a music video. The six conventions are.A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics.Thought beats: seeing the sounds (The relationship between the music and the visuals, which illustrate, amplify or contradict the music.)Genre-related style and iconography present.Multiple close ups and of the main artist or vocalist: the creation of star image to promote a recognizable brand image.Voyeurism often plays a major part, especially in relation to females.Intertexual references to other media texts may be present, especially in humorous videos.

1st conventionA relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics.A music video has either a complete similarity or a direct contrast between the lyrics and visuals. For example in tenacious D the whole song uses this to tell the story that the song is telling.

An example in this video is when the lyrics say there shined a shining demon a demon pops up on the screen. The video has a direct relationship with the lyrics

2nd conventionThought beats: seeing the sounds (The relationship between the music and the visuals, which illustrate, amplify or contradict the music.)The second convention explains that the song has been edited to change the pace of the song depending on the lyrics or music. It could also contradict this.

In this video of slipknots before I forget it demonstrates that the video has been edited to make it a past paced. This is done because it is quite a past paced song due to its genre (heavy metal)

Convention 3Genre-related style and iconography present.Goodwin realized that music videos often repeat things in the visuals of the video so that people recognize certain trademarks of the artist. For example each band member of slipknot use masks to cover up their faces and they are all the same in all of their videos so people who see these masks recognize that its slipknot. This is slipknots trademark.

Convention 4Multiple close ups and of the main artist or vocalist: the creation of star image to promote a recognizable brand image.This convention explains that music videos use multiple close ups of the artists to promote the music that the artist creates. The use of the star power as a promotion tactic.

For example in the foo fighters song pretender they use multiple close up shots of Dave Grohl which is promoting the music as it uses star power.

Convention 5Voyeurism often plays a major part, especially in relation to females.Goodwin realized that voyeurism is normally used to entice men into watching a music video by sexualizing women. (the compulsion to seek sexual gratification by secretively looking at sexual objects) This often done by using different camera angle and shot types.

In this music video by the black keys they have used voyeurism to add a comical value to the video. The video has used women who are wearing underwear to promote the video. They have done this by using close ups and various different camera angles of the women.

Convention 6Intertexual references to other media texts may be present, especially in humorous videos.Goodwin found out that music videos often have intetintertexual references that reference other pieces of media so that it can be used as a gratification for the audience if they recognize the link.

In this video by Silverchair the singer Daniel Johns is wearing an the offspring t-shirt which is referencing their album smash which was released a year before this song by Silverchair.