Andrew Goodwin published a book after many years of studying music videos. The book contained his perceptions of music videos and what he believed to be the seven main conventions of a music video and the elements in which music videos have in common with each other.
The Seven conventions that Goodwin identified were as follows:
1. 'Music Videos demonstrate certain genre characteristics'
In other words, Goodwin identified that most genres of music had certain traits in which appeared in the majority of music videos. For example, you could say that boybands and girlbands having a dance routine throughout the video is a characteristic of that genre. A great modern example of that is JLS's One shot music video where they have a choreographed dance routine throughtout the video.
2. 'There is a link between the lyrics and the visuals'
For example, Goodwin meant that often, there is a direct link to the visuals depending on the lyrics. This could be shown two ways, either a direct/literal way, or an indirect way/contradictory way. Either one still means that the lyrics and visuals work together to empower the visuals.
3. 'There is a link between the music and the visuals'
This can occur in many different ways, but generally means that there is some kind of connected together. For example, the shots may be cut in time to the music. Often, the music and the visuals links are more subtle as they are created in this way.
4. 'The Demands of the record label will include the need for lots of closeups on the artist'
This is because when a Record label sells a song, it also needs to sell the artist as a package. For example, the mass audience may not purchase a song no matter how good it is if the artist hasn't got the likability. Closeups of the artist enables you to connect to the artist and believe what they are singing about which may help boost sales. However a lot of the time, especially with young female artists, they use closeups almost to objectify them and make them more appealing. A good example of this is Rhianna-Unfaithful where it includes many close ups of her looking attractive.
5. 'The Artist may develop iconography that recurs across their work'
This is a basic visual style that would run throughout their work to keep a trend. A good example of this would be Michael Jackson's Moonwalk which he included in many of his music videos as well as his concerts.
6. 'There is frequent refrence to the notion of looking'
This often happens in music videos where the artist will look into the camera to give a direct approach when singing as if they are singing to the audience. There are other forms of this such as Screens within screens, filming and cameras.
7. 'There are often intertextual references- mostly to film, other music artists, television and popular culture'
A great example of this is Taylor Swift's Love story which directly talks about Shakespeare's Romeo and Juliet, or Wheatus' Teenage Dirtbag which refers to the band 'Iron Maiden'.
After considering the 7 elements which recur in music videos, i now know what i should be conscious of when planning my own music video!
No comments:
Post a Comment