Thursday, 18 September 2014

Jay-Z music video. Goodwin analysis

The following points are key elements to Andrew Goodwins theory. I am now going to analyse Jay-Z's video to his song '99 problems'.
  1. Music videos demonstrate genre characteristics (e.g. dance routine for boy/girl band).
  2. There is a relationship between lyrics and visuals.
  3. There is a relationship between music and visuals.
  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 reoccur across their work.
  5. There is frequently reference to notion of looking (screens within screens, telescopes, etc.) and particularly voyeuristic treatment of the female body.
  6. There is often intertextual reference (to films, TV programmes, other music videos etc.) 
Goodwin's theory suggests that the lyrics in a song constantly make references to the visuals on the screen as they reinforce what the lyrics say. Genre and characteristics are mentioned in Goodwin's theory, and these are depicted as the certain traits associated with a particular music genre. For example, in a rock video you will expect to see a live performance of the band playing, along with the characteristics being a lot of black clothing, long hair, boots and other smaller things such as tattoos. Along with the genre characteristics, there is also music videos being narrative based. This means that aswell as what the artist/band is wearing and doing in the music video, the narrative brings the whole video together and explains the story of the music video which is especially important for the audience so that they understand what is happening.            

Straight away, the audience can tell that this song fits straight into the 'rap' genre just from the costume worn in the video. Items of clothing such as baseball caps, baseball jackets and baggy jeans, as well as accessories like diamond earrings and chains are on show.

The video has an overall 'gangster' feel to it. We get this feeling as the whole video is shot in black white. There is no colour in the video which gives it a dark and almost dangerous feel to it. The 'gangster' feeling is portrayed an many other ways too. It is set in Brooklyn, where Jay-Z is from. This gives the feel as if he has gone home, and what we see in the video, are memories he is reminiscing from his childhood. Brooklyn is famously known for being a rough place, swarming with gang crime and other criminal related elements. This is proven from the content in this video. Within the video, we also see dog fighting and women flaunting their sex appeal. This exemplifies the lower-class area and danger of Brooklyn.


Throughout the song, there is a strong relationship between the visuals and lyrics. For example, one lyric in the song is "I try to ignore, I talk to the lord". When these lyrics are sung, an image of a chrome Lord Jesus appears. 

Also, whenever the word 'bitch' is said, a majority of the time, a woman or women will be shown. 

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