Music Video Theory - Andrew Goodwin

Goodwin is a significant theorist doe music videos, he explains six key features:

1. Music videos demonstrate genre characteristics e.g. stage performance in a rock or heavy mental band, dance routine for boy or girl band, aspiration in Hip Hop
2. There is a relationship between lyrics and visuals. The lyrics are represented with the image (either illustrative, amplifying or contradicting)
3. There is a relationship between music and visuals. The tone, atmosphere and the pace of the visual reflects that of the music (either illustrative, amplifying or contradicting)
4. The demands of the record label will include the need of 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 (screens within screens, mirror, stages etc) and particularly voyeuristic treatment of the females.
6. There are often intertexual references (films, tv, programmes or other music videos etc)

Genres of Music Videos

Music videos are mainly categorized into three classifications: 

1) Performance – A performance based music video’s are focused on the artist or group performing the track. A band that shows this are One Night Only – “You and Me” This band represent a performance based music video as This video shows all of the band in a performance of the song. In this video they have changed scenes to the beat of the music e.g. the crowd clapping with the music. Also the main singer is lip-syncing to the audience. The use of close ups they have used for each of the band members.

  

2) Narrative - A Narrative based music is about telling a story or part of a story, which is normally linked to the lyrics. An artist that shows this is Amy Winehouse - "You Know I'm No Good" I have chosen this artist to represent a narrative based music video as it tells a story through the music, characters, editing and the locations. In this video they have used a relationship between lyrics and visuals. The use of clips to show the notion of looking, where they have had reflections, photos of the artists or screens within screens.


3) Conceptual - A concept based music video's are abstract, using a range of images to suggest a mood or experience but not a straightforward narrative. A band that shows this is OK-GO "Here it goes again" I have chosen this video to represent a concept based music video, as it looks easy to shoot, as it was shot with a static camera meaning that there were no changes in angle. Also this video was taken in one session so any mistake that they could have made would not have been cut out. In this video there has been no performing or narrative as is no story behind this. The main focus in this video is the band using the treadmills to the beat of the music. 

Evaluation Practical Task: Make a Thriller/Horror Video

The practical task we were given was to work in a group to produce a horror video, we were given a video camera were we filmed around our school. We chose to film in our music block where we used varies locations in that particular place to create an atmosphere of a horror. In our video we wanted to portray our character escaping from a ‘mental’ home where she was searching through the rooms and then finally jumping out of a window and running away.

We shot varies different shots such as low angle to show her out of the window and the height of which she jumped, following this we used a tracking shot the most, to show her escaping from the characters perspective. When using iMovie we played around with different transitions so that the video would flow nicely and then quickly cut to portray the characters panic to escape. For this we used a tripod at the beginning to steady the camera for the close of the character in her ‘room’ however, we did not use it for most of the tracking shots as we were following the girl as she was searching her way out.

The main factors I have learnt through this process of filming to editing was how to use the camera and a variety of different shots that we could portray to show the meaning we want to show the audience. Also the actors of how they need to also show expression so that the audience can see how they are feeling. For this we have less than two hours to film, this has help with time management so I can see planning is key with any project like this, so we can start sufficiently.  Another factor I have learnt through doing this task was working with a group and how if we all have a part to play such as filming, thinking together or being playing a character, our work showed what we wanted to set out.

The part I really enjoyed doing in this project was being able to use the camera and filming around our school to produce something. Although I found the editing the most challenging, as I have never properly used iMovie before it was all-new to me, learning about the different transitions, cutting and putting a final video together.

As this was to produce a horror video, my planning for my music video will be completely different, were I will use different locations shots, have better lighting and a mixture of different props and costume. This has helped me into understanding the factors of filming to editing, to have plenty of footage o be able to produce a high quality imaginative video. 

Brief for my coursework

A promotion package for the release of an album, to include:
- a music promo video [40 marks]
- a cover for its release as part of a digipak (CD/DVD package) [10 marks]
- a magazine advertisement for a digipak (CD/DVD package) [10 marks]

As well as:
- a blog recording your planning and research for the project [20 marks]
- an evaluation - either part of your blog or embedded PowerPoint [20 marks]