1) Music Videos demonstrate their genre characteristics. Eg; Girl band would include a dance routine as girl bands typically perform planned dances or moves throughout their videos.
2) There is a relationship between the lyrics and the visuals. Eg; A story involves characters and plots that associate with the lyrics of the video.
3) There is a relationship between the music and the videos. Eg; The editing of the music matches the speed of the beat within the song.
4) The demand of the record label will include the need for lots of close up of the artists and the artists may develop motifs which may recur across their work. Eg; Close ups will used on the artist whether they are singing or just looking into the camera to make themselves noticeable and rememberable to the audience. (Visual style)
5) There is a frequent reference to notion of looking and particularly voyeuristic treatment of the female body. Eg; Screens within screens, as well as a emphasis on particular female body parts and how they are worshipped by males.
6) There is often intertextual reference. Eg; Inspiration or spin offs from films, other music videos and brands.
7) Whether the video is primarily performance based, narrative based or concept based. Eg; How elements of each base is used throughout the music video.
The music video I chose to analyse was Give Me Love by Ed Sheeran, which is a genre of pop/acoustic. Throughout the video there is several of the seven points spoken about in Goodwins Theory, the very obvious point used is that there is a relationship between the lyrics and visuals. The music video uses a narrative of a girl portrayed as cupid, going around helping people fall in love, this is relevant towards the lyrics 'Give Me Love' as if the singer was seeking love. This is used to help the audience remember the music video easier as they can associate the lyrics to what they have previously seen whenever they hear the song. It is also a very conventional theme to use within music videos from this genre as it helps emphasise true meanings of the lyrics as they could easily be misinterpreted.
Another point used within the music video I chose is that there is a relationship between the music and visuals which is the slow paced editing, this is used because of the slow pace of the song. Using the slow transitions between shots and scenes specifically the music beat in sync with what the audience can see. During the chorus the song begins to pick up in tempo, which is when the transitions between scenes pick up speed, this shows how there is a relationship between the music and video. This is used to make the video look more professional as using a editing pace which is not connected to the transitions could confuse the audience and look disordered.
The video is not performance based at all, as Ed Sheeran appeared within the video but only briefly, there is approximately 90% narrative based and the remaining is concept based. The video is narrative based through the whole cupid storyline of the girl going round find love for people, however she becomes slightly psychotic and begins to make everybody fall in love because she is upset she cannot find it herself. This is used within the video to help encourage the audience to associate the song with the video. There is 10% concept base in my opinon as towards the end of the video the girl finally finds love and the image the video might be conveying is that you should never give up on love.
The music video 'Give Me Love' fails to demonstrate conventions of a pop genre as they subvert from the stereotypical elements, this is because there is quite a depressing, melancholy vibe as the character is not in a positive state of mind. This subverts from the typical representation within pop music videos which is a upbeat, lively, bright atmosphere and setting, with dance routines and energetic characters. However the music video does demonstrate conventions from the acoustic genre, as it portrays a general desire the audience feel, by highlighting common, cynical problems, for example in this case the infactuation with finding love. This is used to play with the audiences feelings, toying with emotions, making the song meaningful and more real.
Within the music video the artist does not appear on screen, therefore throughout there are no closeups of he's identity, which means that the record label are not promoting the image of the artist in order to make them recognisable. This is a very unconventional approach within any music genre, as without closeups it is harder for the audience to be aware of what the artist actually looks like, therefore the chances that they will be recognised again is low. However this could work in Ed's favour because of he's existing high fame, therefore he has the option to not appear within he's videos because he already had a popular reputation.
There is frequent reference to notion throughout the music video, as the cupid arrows are edited into the video with extra lighting and smoke, this is added to create a visual effect for the audience so that they are more entertained and enticed. The added notion creates effect as it encourages the audience to believe that cupids arrows are realistic objects that are effecting the characters, if the audience believe the concept then they will be more likely to remember the music video which is what the aim of it is to do. The video also subverts from the conventional concept to use a voyeuristic approach to the female body, the main character within the music video is female and she is not represented in a promiscuous or sexual manor. Normally the females have their bodies on display to attract the attention of the male viewers, however within this video the character is wearing an average amount of clothing therefore does not follow the conventions.
There is no intertextual reference within the music video towards other music videos, films or brands. However they do use the concept of cupid, which is a well known mythologic God that represents desire, love and attraction, which is the message being told through the lyrics. This is used so that the audience can then associate the song with the concept of love, as he has used a famous character that everyone is aware represents love.
Having carried out this research and evaluated Goodwins theory for 'Give Me Love' I believe this will assist me in creating my own music video because it has allowed me to be aware of how to attract the target audience of my genre using the 7 points within the theory. I would include most of these in order to make my music video most successful, creating a relationship between the music and visuals as well as the lyrics and visuals is examples of simple approaches to use that create the most effect.
Another point used within the music video I chose is that there is a relationship between the music and visuals which is the slow paced editing, this is used because of the slow pace of the song. Using the slow transitions between shots and scenes specifically the music beat in sync with what the audience can see. During the chorus the song begins to pick up in tempo, which is when the transitions between scenes pick up speed, this shows how there is a relationship between the music and video. This is used to make the video look more professional as using a editing pace which is not connected to the transitions could confuse the audience and look disordered.
The video is not performance based at all, as Ed Sheeran appeared within the video but only briefly, there is approximately 90% narrative based and the remaining is concept based. The video is narrative based through the whole cupid storyline of the girl going round find love for people, however she becomes slightly psychotic and begins to make everybody fall in love because she is upset she cannot find it herself. This is used within the video to help encourage the audience to associate the song with the video. There is 10% concept base in my opinon as towards the end of the video the girl finally finds love and the image the video might be conveying is that you should never give up on love.
The music video 'Give Me Love' fails to demonstrate conventions of a pop genre as they subvert from the stereotypical elements, this is because there is quite a depressing, melancholy vibe as the character is not in a positive state of mind. This subverts from the typical representation within pop music videos which is a upbeat, lively, bright atmosphere and setting, with dance routines and energetic characters. However the music video does demonstrate conventions from the acoustic genre, as it portrays a general desire the audience feel, by highlighting common, cynical problems, for example in this case the infactuation with finding love. This is used to play with the audiences feelings, toying with emotions, making the song meaningful and more real.
Within the music video the artist does not appear on screen, therefore throughout there are no closeups of he's identity, which means that the record label are not promoting the image of the artist in order to make them recognisable. This is a very unconventional approach within any music genre, as without closeups it is harder for the audience to be aware of what the artist actually looks like, therefore the chances that they will be recognised again is low. However this could work in Ed's favour because of he's existing high fame, therefore he has the option to not appear within he's videos because he already had a popular reputation.
There is frequent reference to notion throughout the music video, as the cupid arrows are edited into the video with extra lighting and smoke, this is added to create a visual effect for the audience so that they are more entertained and enticed. The added notion creates effect as it encourages the audience to believe that cupids arrows are realistic objects that are effecting the characters, if the audience believe the concept then they will be more likely to remember the music video which is what the aim of it is to do. The video also subverts from the conventional concept to use a voyeuristic approach to the female body, the main character within the music video is female and she is not represented in a promiscuous or sexual manor. Normally the females have their bodies on display to attract the attention of the male viewers, however within this video the character is wearing an average amount of clothing therefore does not follow the conventions.
There is no intertextual reference within the music video towards other music videos, films or brands. However they do use the concept of cupid, which is a well known mythologic God that represents desire, love and attraction, which is the message being told through the lyrics. This is used so that the audience can then associate the song with the concept of love, as he has used a famous character that everyone is aware represents love.
Having carried out this research and evaluated Goodwins theory for 'Give Me Love' I believe this will assist me in creating my own music video because it has allowed me to be aware of how to attract the target audience of my genre using the 7 points within the theory. I would include most of these in order to make my music video most successful, creating a relationship between the music and visuals as well as the lyrics and visuals is examples of simple approaches to use that create the most effect.
Your analysis of Goodwin's theory demonstrates a basic understanding of the music video theory and how it is evident within your chosen music video. This is because you have not considered all of the seven characteristics in enough detail, which makes your analysis incomplete. Therefore, you need to read over your notes and ensure you cover all the theory points. Also aim to include images, to support the points that you have made.
ReplyDeleteFinally aim to include a summary, to explain how your research will assist you with planning your own music video and the characteristics that you would like to include.
Your analysis of Goodwin's theory now demonstrates a sound analysis of the theory and this is because you have explored the characteristics further. Aim to relate your points to images from the music video, to demonstrate further knowledge and understanding.
ReplyDelete