Single Ladies (put a ring on it)

Beyoncé

Goodwin’s Theory – Point 1: “The music video will demonstrate genre characteristics.”

• In regards to ‘Single Ladies’ by Beyoncé, the music video does certainly follow/demonstrate that of the generic conventions of a Pop video; this being for Beyoncé's case a synchronised dance routine that is performed throughout the duration of the video. Goodwin is right on the money when referring to ‘Single Ladies’.

Goodwin’s Theory – Point 2: “There is a relationship between lyrics and visuals.”

• Goodwin’s second point is certainly correct with regards to ‘Single Ladies’ as there is a definite relationship between images and lyrics. For example during the dance routine in the video, Beyoncé makes visual references to her hand clearly referring to the “put a ring on it” chorus in the song.

Goodwin’s Theory – Point 3: “There is a relationship between music and visuals.”

• Again Goodwin is spot on, the music has a fast tempo that not only relates to the fast lyrics being sung but also emphasises the dance routine, which is also fast paced. Additionally the music has a loud dominant bass line that keeps the flow of the music going but it emphasises the stomping in the dance routine.

Goodwin’s Theory – Point 4: “The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.”

• This is certainly true for Beyoncé as the majority of the video, is shot with Beyoncé in the centre of the frame and is portrayed as the dominant figure throughout. Moreover Beyoncé is famous for her motif of provocative dancing in her music videos, witch is certainly illustrated in this video, not just through camera angles but by through mise-en-scene as well.

Goodwin’s Theory – Point 5: “There is frequently reference to the nation of looking, and particularly voyeuristic treatment of the female body.”

• This is certainly true for Beyoncé’s case as the whole music video is very provocative and in essence advertises the artist’s body. Linking closely to the previous point about Beyoncé's motif as a ‘sexy’ dancer.

Goodwin’s Theory – Point 6: “There are often intertextual references to films, TV programmes and other music videos etc…”

• Single Ladies does not have intertextual references in the video because of the simple yet effective plain background the video is filmed, and the lyrics are not making references to any known TV programme or other music videos.

Conclusion…• Goodwin was correct with regards to many of the techniques

used by Beyoncé in ‘Single Ladies’. However to evaluate his theory, I would say that is although it works for the majority of ‘Single Ladies’, it is hard to generalise all music videos into one set of codes and conventions to the individualism of the video and the artist featuring.

• In contrast to this criticism I am now aware of the codes and conventions that are labelled in Goodwin’s theory. This will help me develop my final music video because I am aware of the type of generic characteristics that are embedded in music videos.