The 6 important references that should occur, according to Goodwin's theory are listed and summarised by Lucy Nottingham below:
http://prezi.com/jz5s02mb5a5s/music-video-theory-andrew-goodwin/
http://prezi.com/jz5s02mb5a5s/music-video-theory-andrew-goodwin/
1 - there must be a relationship between the lyrics and the visuals. Audiences like this convention as it reinforces the meaning of the lyrics and it will enable audiences to visualise what the artist is trying to convey and it will create a story within the song which some people may relate to.
EXAMPLE: "Jessie J- Price Tag". When the song has certain lines there is a literal image in the video to represent that, for example when the line "its not about the money, money, money" we see a tree with leaves made from money.
2 - there must be a relationship between the music and the visuals. The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes. The audience likes this convention as it reinforces the genre of the song, it creates more of a mood and atmosphere than a visual which has no relevance to the song.EXAMPLE: "Jessie J- Price Tag". When the song has certain lines there is a literal image in the video to represent that, for example when the line "its not about the money, money, money" we see a tree with leaves made from money.
3 - Music videos have genre characteristics. Certain features are expected out of a video depending on the genre of the music, for example a girl bands/artists are expected to have dancers and close ups of the singers. The audience would prefer a sense of both similarities and orignality, it creates a basic expectation that most music videos use to target their target audience.
EXAMPLE:
4 - Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos. This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.
5 - Emphasis on 'looking', for example the 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means an objectification of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.
6 - Intertexual references. Music videos reference other forms of media, most commonly film, but can also be television and other music videos. The audience likes this convention as it creates a sense of familiarity and creates reference points for social interaction.
How to analyse music videos;
Andrew Goodwin identifies 5 key aspects of music videos that we, the audience, should look out for;
- Thought beats – Where you ‘see’ in the sound
- Narrative and Performance
- The Star Image
- Relation of visuals to song
- Technical aspects of a music video
