"(A) Music Video is not primarily a commodity form but a practical one" (A.Goodwin 1992).
Andrew Goodwin’s Theory From the book Dancing To Distraction (2000)
Through using Andrew Goodwin's theory we were able to see the typical elements that are used in many popular music videos, below are the conventions of Music Videos/Promos. (Goodwin)
- Visuals either illustrate, amplify or contradict the lyrics and music.
- Genres often have their own music style/iconography (the typical depiction in images of a subject, and related senses.
- Close-ups should always be included.
- The artist/band might want to develop their own star iconography, which becomes their star image (identify).
- Voyeurism (the sexual interest in or practice of spying on people engaged in intimate behaviors, such as undressing, sexual activity, or other activity usually considered to be of a private nature) is a common theme within music videos.
- Intertextual references are also popular.
- Goodwin argues that the female performer is frequently objectified principally for display purposes, often through a combination of camerawork and editing with fragmented body shots emphasising a sexualized treatment of the star.
He has six points concerning the conventions of a music video:
-Genre characteristics
-Visuals/lyrics
-Visuals/music
-Need to sell artist
-Intertextuality
-Voyeurism
-There is a relationship between the lyrics and the visuals (with the visuals either illustrating, amplifying or contradicting the lyrics.
-There is a relationship between the music and the visuals (again with visuals either illustrating, amplifying or contradicting the lyrics.)
-Particular music genres may have their own music video style and iconography (such as live performances in heavy Rock.)
-There is a demand on the part of the record company for lots of close ups of the main artist/vocalist
-The artist may develop their own star iconography, in and out of videos, which over time, becomes part of their star image.
-There is likely to be reference to voyeurism, particularly in the treatment of women, but also in terms of 'looking' e.g. screens within screens, cameras etc...
-There are likely to be intertextual references, either to other music videos, films or texts.
Here i have looked at a music video to convey how Goodwin's theories are true and that they are frequently used. This music video is of Lily Allen with her single "22" http://www.youtube.com/watch?v=tWjNFC-FinU
There are many close ups of Lily Allen, so we can easily identify her as the protagonist in the video and also the main artist to focus upon, the use of close ups amplify her star persona.
The lyrics relate to the visuals clearly here, as the camera displays the singer as youthful and glamourous, however the woman looking into the mirror is the complete opposite and this is the reality, she appears to look messy.
Goodwin's theory of voyeurism is very clear here, in this shot we see the couple dancing, yet the shot is hidden away from behind a set of sinks so it appears to be like we are watching them yet they are unaware of the camera's presence.
Also in this video, the artist has clearly developed her star image through the mise en scene like her dress she wears she appears to have changed from her previous image.
Pete Fraser has his own theories on the conventions of music videos and promos. which are similar to Goodwin's in a way.
(Pete Fraser Teaching Music Video 2005)
Music: A music video tends to make use of the tempo of the track to drive the editing.
Lyrics: Tend to establish a general feeling or mood rather than offering a coherent meaning. Key lines may play a part in visuals associated with the song but very rarely will a video mirror to all the lyrics of a song.
Cinematography: As with any moving image text, the way the camera is used has a significant impact on meaning. Camera movement, shot and distance all need to be analysed.
Camera movement may accompany the movement of performers (walking, dancing etc.) but may also be used to create a more dynamic feel to stage performance e.g. consistently circling the band as they perform on stage.
The close up predominates music video, partly due to the size of the screen but also due to the desire to create an intimacy for the viewer. It also emphasises the commodity on sale - the artist and voice.
Editing: Although the most common form of editing used is the fast-cut montage rendering many of the images impossible to grasp in the first viewing - ensuring multiple viewings - some videos do use slow pace and gentler shot transistions/cuts to establish mood.
Genre: While some videos transcend genre, others can be easily categorised. These features may be reflected in the types of mise en scene, themes, performance, cinematography and editing style.
Intertextuality: "Music video as incorporating, raiding and reconstructing" (J.Stewart)
Music videos often use something which the audience will be familiar with to create nostaligia and associations with e.g. Beastie Boys, Sabotage and TV Cop shows, Madonna's Material Girl and Marilyn Monroe's film Gentlemen Prefer Blondes. It is not unusual that many videos draw on cinema - as this is usually where film school graduates start in music video.
Narrative and Performance: Narrative in songs, as in poetry, is rarely complete and fragmented. Music videos tend to suggest storylines and offer fragmented non-linear narratives - leaving the audience with a desire to see them again.
The video allows a more varied access to the performer than a concert can. The mise en scene in particular can be used...
-As a guarantee of 'authenticity' of a bands musical virtuosity by showing them in a stage performance or rehearsal room.
-To establish a relationship to familiar film or TV genres in a narrative based video.
-As part of a voyeuristic context by suggesting a setting associated with sexual allure, such as a sleazy nightclub or boudoir.
-Or, as John Steward suggests, to emphasise an aspirational lifestyle, as in the current emphasis on the latest gadgetry.
Conventions of an Indie music video
We are inspired by indie music videos for our own production, i researched various music videos based around the Indie genre and discovered the general codes and conventions.
-Usually the video is performance based and shows simply a band playing at a gig or on stage.
-Sometimes the video can be narrative based and have a short story which in a way can relate to the lyrics.
-The pace of the editing usually fits the pace of the music.
-Traditional indie bands such as The Strokes are well known for the vintage quality to the music videos, such as their early work, some of their earlier videos intentionally reject the conventions of a typical high budget rock video.
This video by The Strokes is of an early single by the band called "Hard To Explain". It is as if almost the whole video is produced with vintage racing and sci-fi movie footage in a montage editing style, the clips shown have almost no relevance whatsoever to one another yet the occuring theme of travel is consistently conveyed through the use of the speeding cars, bird's eye view of large cities, and camera shots of travelling through space.
A few minutes into the video we see various shots of band members performing on stage at small gigs, as previously mentioned, shots of bands performing is a typical convention of an indie music video.
The editing of the opening shot matches the rythm if the music, this is often used and I feel it is very effective, as the song nears the end the pace is increased slightly and at the same time so does the editing of the cuts in the video; i believe that the shortening of time between the cuts allows the ending of the video to seem more climatic.
Lyrics: Tend to establish a general feeling or mood rather than offering a coherent meaning. Key lines may play a part in visuals associated with the song but very rarely will a video mirror to all the lyrics of a song.
Cinematography: As with any moving image text, the way the camera is used has a significant impact on meaning. Camera movement, shot and distance all need to be analysed.
Camera movement may accompany the movement of performers (walking, dancing etc.) but may also be used to create a more dynamic feel to stage performance e.g. consistently circling the band as they perform on stage.
The close up predominates music video, partly due to the size of the screen but also due to the desire to create an intimacy for the viewer. It also emphasises the commodity on sale - the artist and voice.
Editing: Although the most common form of editing used is the fast-cut montage rendering many of the images impossible to grasp in the first viewing - ensuring multiple viewings - some videos do use slow pace and gentler shot transistions/cuts to establish mood.
Genre: While some videos transcend genre, others can be easily categorised. These features may be reflected in the types of mise en scene, themes, performance, cinematography and editing style.
Intertextuality: "Music video as incorporating, raiding and reconstructing" (J.Stewart)
Music videos often use something which the audience will be familiar with to create nostaligia and associations with e.g. Beastie Boys, Sabotage and TV Cop shows, Madonna's Material Girl and Marilyn Monroe's film Gentlemen Prefer Blondes. It is not unusual that many videos draw on cinema - as this is usually where film school graduates start in music video.
Narrative and Performance: Narrative in songs, as in poetry, is rarely complete and fragmented. Music videos tend to suggest storylines and offer fragmented non-linear narratives - leaving the audience with a desire to see them again.
The video allows a more varied access to the performer than a concert can. The mise en scene in particular can be used...
-As a guarantee of 'authenticity' of a bands musical virtuosity by showing them in a stage performance or rehearsal room.
-To establish a relationship to familiar film or TV genres in a narrative based video.
-As part of a voyeuristic context by suggesting a setting associated with sexual allure, such as a sleazy nightclub or boudoir.
-Or, as John Steward suggests, to emphasise an aspirational lifestyle, as in the current emphasis on the latest gadgetry.
Conventions of an Indie music video
We are inspired by indie music videos for our own production, i researched various music videos based around the Indie genre and discovered the general codes and conventions.
-Usually the video is performance based and shows simply a band playing at a gig or on stage.
-Sometimes the video can be narrative based and have a short story which in a way can relate to the lyrics.
-The pace of the editing usually fits the pace of the music.
-Traditional indie bands such as The Strokes are well known for the vintage quality to the music videos, such as their early work, some of their earlier videos intentionally reject the conventions of a typical high budget rock video.
This video by The Strokes is of an early single by the band called "Hard To Explain". It is as if almost the whole video is produced with vintage racing and sci-fi movie footage in a montage editing style, the clips shown have almost no relevance whatsoever to one another yet the occuring theme of travel is consistently conveyed through the use of the speeding cars, bird's eye view of large cities, and camera shots of travelling through space.
A few minutes into the video we see various shots of band members performing on stage at small gigs, as previously mentioned, shots of bands performing is a typical convention of an indie music video.
The editing of the opening shot matches the rythm if the music, this is often used and I feel it is very effective, as the song nears the end the pace is increased slightly and at the same time so does the editing of the cuts in the video; i believe that the shortening of time between the cuts allows the ending of the video to seem more climatic.
By Peter Field
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