Andrew Goodwin's theory states and describes different features of music videos. These are the different typical genre characteristics that each music genre has. For example, in the rap genre, a typical characteristic would be the use of flashy car, sexualising women and the use of weapons such as guns.
Andrew Goodwins theory describes five key aspects to a music video which are...
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| Here is a stereotypical shot that a rap music video would include. This can be seen in the use of the red Mercedes 300 gullwing and the person holding a handgun, which resembles violence. |
-Thought beats - visualising the sound
- Narrative and performance
-Relation of the visuals to the song
-The star image
-Technical aspect of a music video
In the music video I first analysed, all these five key aspects are visible in the video. For example, Asap Rocky (The star) is portrayed in a way that suits the characteristics of the rap genre, and not necessarily his personality in real life. This can be seen in the use of golden jewellery, which puts enthuses and shows off the fact that he is rich. This then starts to create the stars image of what the artist wants the viewers to see him as creating his overall star image.
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| Asap using jewellery and cars to portray a image to the viewers that he is clearly wealthy. |
Relation of the visuals to the song can be seen during this video. Lamborghini's play a big part of the music video as there are full scenes just focused on the car itself. This is relatable to the songs title and lyrics as the artists mention the brands manufacture name multiple times in the songs lyrics.
The narrative doesn't really tell a story in this video, as the lyrics don't enable it to. The lyrics seem to be very repetitive and this goes along with the episodic narrative as it brings back the same ideas and choruses over and over again.Unlike the rap genre, its easier to tell a story through something like a love song as its very generic and easy to do. This is why theres such a vast amount of music videos/songs centred around the theme of love because its simple. However, performance was a key factor in the video as there is a huge focus around the main artist as well as the other performers during this video as the camera is using the stars as the centre of attention due to the long amount of camera time the star receives.
The technical aspect to a music video is also very important. This includes things such as mine-en-scene, Lighting, camera work and editing. As you can see from this specific music video, editing was a vital asset in the production of the video. Editing has been used to create a different atmosphere to the video by changing the form of natural colours into unnatural colours.
As you can see from this image, the editing places us in a alien environment as we find the colours strange and uncomfortable. They also merge overlapped clips with static effects that gives us a unusual experience when watching the video.
The narrative doesn't really tell a story in this video, as the lyrics don't enable it to. The lyrics seem to be very repetitive and this goes along with the episodic narrative as it brings back the same ideas and choruses over and over again.Unlike the rap genre, its easier to tell a story through something like a love song as its very generic and easy to do. This is why theres such a vast amount of music videos/songs centred around the theme of love because its simple. However, performance was a key factor in the video as there is a huge focus around the main artist as well as the other performers during this video as the camera is using the stars as the centre of attention due to the long amount of camera time the star receives.
The technical aspect to a music video is also very important. This includes things such as mine-en-scene, Lighting, camera work and editing. As you can see from this specific music video, editing was a vital asset in the production of the video. Editing has been used to create a different atmosphere to the video by changing the form of natural colours into unnatural colours.
As you can see from this image, the editing places us in a alien environment as we find the colours strange and uncomfortable. They also merge overlapped clips with static effects that gives us a unusual experience when watching the video.
What I have learnt from analysing this video.
From this music video, I can clearly see that star image is an important factor when creating a rap music video. The camera shots must be mainly focused around the star however, can briefly cut to other scenes that do not include the star just to give the video a bit more flow. I have also noticed the the variety in camera shots is extremely important as different shots and angles keep the viewer entertained and interested in the video. Performance is also key as the artist has got to look the part. This can be achieved by excellent lip syncing as well as movement such as dancing and other activities.
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| A image that has been purposely distraught for the music video |
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