Conventions Of A Music Video - Andrew Goodwin

 Conventions Of A Music Video

As part of research, I've have looked the research of Andrew Goodwin's 'Dancing in the Distraction. It shows the forms and conventions of music videos. I feel that this will help me understand how a music video work and eventually allow me to gain enough understanding to put into my own music video.

"Firstly he says music videos are there to encourage the sales of the music track and designed to accompany it."

For example, artists would usually release the video weeks before the release of the song. This allows the video to be shown on channels, and for the public to get used to it and be interested in the track. For example, the  video for 'Stan' by Eminem was made between the release date shown and when it was released this allows the consumer to get used to the song and decide whether they want to actually to buy it and gain more fans.

The difference in the release date to the original recording date gives the video time to promote the song to the public

 

Secondly, he talks about the relationship between the song and the video.

"There is a relationship between the lyrics and the visual, illustrating, amplify or contradict."

This allows videos to showcase the lyrics and interpret them individually, depending on the artist themselves. This also allows the audience to see the artist thoughts and feelings when they were perhaps writing or recording the music.

 The video 'Black or White' by Michael Jackson showcase the lyrics and the message of the song perfect by creating a montage or black and white coming together as one.

"There is also a relationship between the music and the visuals, also illustrating, amplify or contradict."

This also can allow people to see an artist feelings and the direction of there their music is going. Sometimes this can add to someones star status, making their personalities to be seen as either wild and daring or humanitarian and caring.




Thirdly, he shows how each genre has a stereotypical look.

"Particular music genres have their own music video style and iconography, such as stage performance - rock."This is so the stereotypical attributes of the genre and its history are commonly shown. It also allows the viewer to be familiar with up and coming artist who want to be recognized in a specific genre.

A pop video is usually narrative containing bright and bold backgrounds

A rock video usually is performance based contain a dark and dingy setting. there are usually a showcase of the instruments used in the song.

A rap video usually contains the performance within the narrative.

 He continues to say that the "Record company has their own demand on the part to have close ups of the artist, encouraging knowledge of the artist."

"The artist may develop their own style, in and out on their own videos, which over time represents their star status."

Many artist try to generate star status to stand out among others and to generate more hype and buzz about them and later fans. Artists such as Lady Gaga and Chris Brown generate popularity by what people expect by their image and typical behaviour and visuals and their music videos.

 Andrew also explains the gaze of men in music videos and the links made between different medium to cross promote.

"There is to be reference to voyeurism, particularity in treatment to women but also in terms of systems of looking (screens within screens)."

 This is often seen as the common reference to sexuality content in a video. sometimes artists can use their sexual nature as part of their star status. E.g. Rihanna.
This is a term commonly seen in the rap/R'n'B genre by making the amount of women you can attract affect your popularity. This often feds into the ego of the artist and the respect among their peers.  They also use women to show a lot of the slower ballads when trying to serenade or flatter a woman.

"There is inter textual references to other artists videos and films."
This is often used when a song is taken by a soundtrack of an up coming film and the artist is seen to promote and gain individually for themselves. For example, many soundtracks also give credit to the artist and also release it separately.
The song 'Hero' by Nickelback shows extracts from the film spiderman ;promoting both the film and the band.

 In addition to this, Andrew Goodwin examines the  
lyrics

"To tend to help feeling, mood and subject matter rather than offering a coherent meaning."

This can also indicate a theme that may be used for the album and can be seen to continue sometimes in sequel videos. This is also an example that was used during the Black and White music video by Michael Jackson.
"I'm gonna let myself get absolutely soaking wet."
Geri Halliwell says this as she gets wet from the rain falling from the sky. She then break into dance along with her dancers, who have been dancing all day sense her audition.

"Key lines may play a part in the visual but rarely will a music video illustrate full on."

The ending of the video shows Geri and co dancing in the rain.

Tempo

"A music video tends to make use of the tempo of the track, driving the editing. (cuts for fast editing, whereas ballads use more cross dissolves)"

This is often to make the rhythm of the song become quicker or slower.

"May emphasize particular sounds from the track by foregrounding instruments such as the guitar, keyboard or drum solo."

This is often seen in the rock or indie genre, where live instruments and performance is important.
For example, Nickelback's song lullaby where close ups of the instruments are repeatedly shown through guitar and piano shots.

  




Genre

"Some but not all music channels, focus on a music genre"

This allow music lovers to gain access to their specific genre constantly, by having a channels dedicated to their favourite music.
Judging by the genre of music I listen to the channels most appropriate for me would be BET and Channel U, rather than Indie Music 411.

This collection of channels shows the variety of music of which it hosts and the colour schemes.

 

"A range of of distinct features may characterise a genre."

Camerawork

"As with any moving image text, how the camera is used and now images are sequenced is has a significant meaning of movement."

"It may accompany the movement of performances (walking and dancing)."

"But may be used to create a more dynamic feel to the audience."

"The close up predominates, because they want to create a sense of intimacy for the viewer, emphasises half the commodity on sale."

This close up shows an introduction to the artist, NE YO before he starts to sing.

This shows an tracking establishing shot to the start of the dance sequence, introducing their audiences to the dance number.

This screen shot shows the artist close up during the dance sequence, this is common in music video showcasing the the audience their ability in both singing and dancing.

They add in mid shot and and establishing shot with the close ups to broadcast the dance routine as well as the song.

Editing 

"The most common piece of editing is fast cut montage , rending most of the image impossible to grasp on the first view to engage multiple viewing."

          "Some use less cuts, such as rock videos and gentle transitions, like ballads to show mood."

Here is a prezi Prince made showing this:

Forms and Conventions (Andrew Goodwin)