R&P Post 4: Elements of a Music Video

Class notes on the different elements of a music video:

Camerawork:

• As with any moving image text, the way how the camera is used and the order in which the images are sequenced will have a significant impact upon meaning. 
• Camera angles, shots and movements will all also need to analysed. 
• Camera movement could accompany movement of performers but it might also be used to create a more dynamic feel to stage performance by, for instance, constantly circling the band as they perform on stage. 

The Close-up Predominates:

• Close-ups are used in music videos in order to create a sense of intimacy between what appears on screen (e.g. the artist) and the viewer.
• This type of camera shot also emphasises half of the commodity on sale (not just the song, but the artist and especially the voice).
• John Stewart states that he sees the music video as essentially having the "aesthetics of the TV commercial".

Editing and Digital Effects:

• Often enhancing the editing are digital effects which play with the original images to offer different kinds of images to offer different kinds of pleasure for a variety of audiences. 

Goodwin's Theory on Music Videos:

1) Music videos demonstrate genre characteristics. 

2) There is a relationship between lyrics and visuals. 

3) There is a relationship between music and visuals. 

4) The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style). 

5) There is frequently reference to the notion of looking (e.g. screens with screens) and particularly voyeuristic treatment of the female body. 

6) There is often intertextual reference, such as to films, TV programmes and other music videos). 

Applying Goodwin's Theory to...

'Kooky Eyes' by The Jungle Giants:

• The music video for this song is an interesting example of Goodwin's music video theory because it uses some of the rules that Goodwin has set out whilst ignoring others. 
• Firstly there in this music video there is a strong connection between music and visuals because the video has been edited to the sound of the beat of the song, causing frequent cuts which makes it a more exciting video and also helps to make the song sound 'catchier' as well. 
• Although the band themselves do not take the lead in the video, when they are on screen there are many close-up shots of them performing, for instance there are close-up shots of the instruments, e.g. the guitars and the drums, as well as close-ups of their faces, examples of which you can see below:

• These close-ups link in with Goodwin's theory because in this theory he states that the demand for the record label includes frequent close-up shots of the artist. 
• As well as this, in the music video for 'Kooky Eyes' there is much reference to the concept of looking. This is achieved through the use of a celebrity as the main character of the video (as there is a consistent narrative throughout) who is frequently hassled by fans wanting her signature and photograph, suggesting that she is constantly being watched and paid attention to due to her fame.
• Furthermore, the female body, as Goodwin states, is portrayed in a voyeuristic fashion primarily through the use of costume. The female character who plays the lead in the narrative for this music video is often wearing quite luxurious, glamorous and sexual items of clothing, such as slip dresses as nightwear and a tight leopard-print dress, for example:

• However, this music video does not demonstrate obvious genre characteristics, a relationship between lyrics and visuals or intertextual reference showing that although most music videos do comply to the rules of Goodwin's theory, not all of them comply to each and every one of them. 

What I have learnt as a result of this task is that there are basic guidelines that a music video will usually always follow. There need to be many close-ups of the performing artist throughout the video to promote what is on sale and it is also useful to have a strong relationship between either lyrics and visuals or music and visuals. On the other hand, although music videos do often use these rules of Goodwin's theory, they do not always make use of all of them, either ignoring some or subverting them.