Andrew Goodwin came up with a theory based on seven different elements towards music video’s and the way they are created, Goodwin stated that music video’s are associated with:
1. Links between lyrics and music-
2. Links between music and visuals-
· Goodwin suggest lyrics will constantly refer to visuals on screen, visuals will reinforce what the lyrics say (Beyonce- single ladies)
3. Genre characteristics-
· These are the depicted as the certain traits associated with a particular music genre, for example, Rock, Pop, RnB and Rap.
4. Intertextual reference-
· The way in which texts refer to other media texts that producers assume audiences will recognise.
· Music videos are one medium, which relies heavily on intertextuality to achieve a particular effect. For instance, referring to other videos, film, TV programmes of other media texts.
5. Notions of looking-
· Notions of looking plays on the idea of gaze and the way characters are visualized and represented.
· For example, the female character as an object.
· Notions of looking however is not just restricted to women, it may also represent men in particular as gangster, cheats.
6. Performance, narrative, and concept based music videos-
· Performance- for example takes from live performances/ does not have a particular story
· Narrative- linear, tells a story from start to end. Fragmented- tells a story not necessarily in the right order
7. Demands of the record label-
· The record label has a control over the artists they sign.
· Artists may develop a motif which would recur across their work. Beyonce- independent women image,- band women- dancers usually women- lyrics about being in dependant.
· Such demand can be made by the record label E.g. to develop a single image, sexy image.
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