In today's lesson, we looked at Andrew Goodwin and his 'theory' of music videos and his analysis. Goodwin wrote a book called 'Dancing in the Distraction Factory'. This was a book all about his theory on music videos. He believed that a majority of music videos followed a set of rules and regulations/codes and conventions so that the music video would work with the genre effectively.
There were multiple rules to his theory, them being;
1. Rule number one... music videos all have similarities depending on genre. For example, a rock video, a majority of the time, will consist of a stage/live performance.
Pop music videos, or girl/boy band videos will consist of a dance routine, or storyline aimed at their target audience, like one directions newest single 'Night Changes', the video consists of the 5 band member staking a girl each out on a date, to places young teens would go. For example, ice skating, restaurant and fun fair. This really stands out to their target audience and is a perfect example of the Goodwin theory.
2. Secondly, there is normally a relationship between lyrics a visuals. This is normally the basics for most music videos but generally is most consistent in indie rock bands as they normally have a narrative video which stays consistent and relevant to the song lyrics. However it is done in other genre's swell, just not as much.
3. The third rule is that there is a relationship between the music and the visuals. There are three different techniques or ways in which the visuals are used to promote the song; illustrate, disjuncture and amplify.
4. The fourth rule is that the demands of the record label will include the need of lots of close ups of the artist and the artist may develop motifs which gives the artist a visual style which then recurs across their work. A big example of this would be Lady Gaga because of the extravagant outfits she wears and then also Katy Perry who also wears quite extravagant clothing in her music videos.
5. The fifth rule is that there is frequently reference to notion of looking such as images of screens within screens or telescopes and then also the voyeuristic treatment of the female body, which links in with Mulveys theory which is that women are there to be looked at.
6. The sixth and final rule is that there is quite often an intertextual reference this is when an idea is taken from a past movie, TV show or even another music video and is used again or even just changed a little bit. An example of this is Madonna's "Material Girl" which was intertextualised from "Gentleman Prefer Blondes".