Andrew Goodwin's Music Video Theory

Andrew Goodwin is a media theorist who noted most music videos contain the following seven characteristics:

1. Music genre characteristics

2. Relationships between the lyrics and video

3. Relationships between the music and video

4. Studio influence

5. Iconography

6. The notion of looking

7. Intertextual references

I will be exploring how all of these characteristics can be applied to a music video:

1. Genre Characteristics - 'Single Ladies' - Beyonce

• The singer Beyonce appears in the video the whole time, a characteristic of pop videos.
• The video features heavy use of choreography and invents some signature dance moves that may make the audience recognise the song and find it more appealing/memorable in a crowded pop music market.
• The dancers wear heels and provocative costumes and are made up glamorously, making them more commercially appealing figures.
• A clear colour palette is a key pop genre convention, here being completely black and white.
• The idea of fame is a key pop genre characteristic, represented here by the performance-on-a-stage aspect to the video setup. 

2. Relationships Between Lyrics and Video - 'The A Team' - Ed Sheeran 

  

• The video literally interprets the lyrics which are about a young homeless woman, struggling to get by.
• There is a hand-held camera style reflecting the gritty world depicted in the lyrics.
• The prostitution and use of drugs described in the lyrics are depicted here.
• The final lyrics 'Angels die' s as the woman overdoses.
• On the lyrics 'Angels to fly', the camera shows Angel tube station, referencing Sheeran's lyrics.

3. Relationship Between the Music and the Lyrics - 'Cold' - Stormzy

 

• The video cuts in time with the beat throughout, including jump cuts. This reflects the highly anticipatedbeat-focused song.  
• There are clouds of smoke that activate on certain beats of the music including the repeating refrain (and song title) "Cold".
• When a new beat is introduced early in the song, a setup of children playing football is introduced at the same time, echoing the progression of the music with the progression of the video.
• The intro is quiet, so the video uses dim lighting and slow motion.
• At the end, Stormzy walks away from the camera to signify the end of the song.
• The high energy music is represented through energetic tracking camera movements that swing from side to side around Stormzy.

4. Studio Influence - 'Look What You Made Me Do' - Taylor Swift  

  

• The video has a very big budget.
• There is frequent promotion for Taylor Swift's upcoming album 'Reputation', as the word appears as a recurring theme in the video.
• Taylor Swift appears prominently in the video and is depicted as a somewhat legendary figure, indulging in fame, luxury and represented as a powerful, tough figure.
• There are many different setups and outfits Taylor Swift wears, showing studio influence of wanting the video to be iconic and memorable.
• Taylor Swift occassionally wears provocative outfits, trying to depict her as a desirable sex symbol.
• There are references to pop culture that young people will respond to, such as Taylor Swift's previous personas and gossip with Kim Kardashian and Katy Perry, showing the marketing towards young people and attempts to create a controversial, viral video. 

5. Iconography - 'West Coast' - Lana Del Rey 

   

• Lana Del Rey's signature Old Hollywood influences -
• 1950s theme to fairground and clothing
• Vintage car
• Black and white
• Crossfades
• Oversaturated colour
• A James Dean-type archetype on the beach
• Palm trees
• Cigarettes
• Glamorous dresses and suits
• Added grain to the camera
• Cat-eye makeup, a signature look of the artist.
• Relationships with older men is a common theme in the artist's music and this is represented in the video.
  
  

6. The Notion of Looking - 'John Wayne' - Lady Gaga

• Lady Gaga wears many sexual/revealing costumes in this video which show lots of her legs, midriff  and cleavage.
• There's a voyeuristic element to the video as Lady Gaga is depicted with various men as if in a relationship.
• Lady Gaga acts sexually in the car setup, sprawling across the driver's lap and tearing off her jacket. In another scene she tears a man's shirt with her teeth and in another swings her jacket over her head. All of this adds to the voyeurism of the video. 
• There's suggestive choreography employed in the video. 
• Alcohol plays a big part in the video so there is an indulgent, lavish world represented in this video. 

7. Intertextual References - 'You're In Love with a Psycho' - Kasabian

• This video is a parody of iconic 1975 movie 'One Flew Over the Cuckoo's Nest', with figures representing the characters Randall McMurphy (Jack Nicholson) and Nurse Ratched (Louise Fletcher) in the film.
• The film is also quoted ('Medication Time')
• The room at the beginning of the video is very visually similar to the main ward where most of the movie takes place, down to details like men playing chess and a glass window with a Nurse's Station.
• The plot of One Flew Over The Cuckoos Nest is referenced too, with the men breaking out and rebelling against the nurses.
• Popular comedian Noel Fielding appears in the video, making the satirical nature of the video clear and also referencing British pop culture.