Lucy Hope's Media A2: Andrew Goodwin: The Theory of Music Videos

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In relation to music videos, Andrew Goodwin suggests that there are five key aspects to a music video. These six keys are seen throughout most music videos and they demonstrate a way of analysing the video.

The first key aspect is the relationship between the visuals and the lyrics. Visuals are used to either amplify, illustrate or contradict the meaning behind the lyrics. Within this key there are three steps which are as follows:

Firstly, we look at the music itself and its structure including choruses, verses and bridges.

Secondly we looked at the main body of the song. The voice of the main artist can be unique and can be used as a form of identification or a trademark.

Thirdly, is the mode of address. Music videos are often in the form of a narrative so songs can be seen as story telling devices.

The fifth key is the frequent gestures and notions to looking and is particular the voyeruistic treatment of the female body in music videos.
The sixth and final key is the frequent use of intertextual references to TV shows, films, other music videos and other media.
Using this information we can analyse any music video. To prove this I am going to analyse the music video to 'Bad Blood' by Taylor Swift using the six keys.

If we look at the video using the first key we can establish that the verses are split between Taylor and Kendrick Lamar with the backing of other famous artists. Their voices are unique so you can use them to identify who is singing. For example Haley Williams only features twice in the song but due to her unique voice you can hear her despite not being the main body of the song.

The second key states that the video should show characteristics of its genre. Bad Blood is a pop song so therefore there are certain characteristics such as fast-paced editing and lip syncing. Both of the characteristics are heavily featured throughout the entire video.

The video also demonstrates the third key in which a relationship between music and visuals are shown. The song features a heavy beat that carries throughout the song. To match this the music video uses synchronised cuts so each clip is cut to the beat creating a fast-paced tempo.
Taylor Swift herself has not much of an image or a motif due to originally being an independent artist however the music video does feature close ups rather frequently to show Taylor's image as a form of identification.

In the fifth key states that gestures to looking are frequently used in music videos. One example of this is the use of camera tracking to show how Taylor Swift turns round to see Selena Gomez. It echoes the gesture and guides the audiences eyes to the action.

Lastly there is several references to other media within the music video. Overall it is thought that there are sixteen film references including:

The second key is whether the music video displays characteristics of the music genre. This is also known as 'iconography'. For example if it is a pop music video it is more likely to be fast-paced and colourful as it is the respected convention. All information of music genre conventions can be found here.

The third key is the relationship between music and visuals. This is different to the first key as it focuses more on the beat and is often called "Thought Through Beat'. This effects the way a music video is edited for example if the song has a faster tempo it is more likely to have fast-paced cuts.

The fourth key is to do with the demands of the record label including much need close ups of the artist and any motifs the artists may develop. For example as the beginning of every Jason Derulo song he sings "Jason Derulo" which has now become his motif.

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