The Techniques of Music Video

Goodwin's Theory
Goodwin's theory explains the key elements that are usually included in a music video that make it a good music video.
In a music video the visuals will either exaggerate and go with the lyrics, which will most likely create a narrative based music video, or completely oppose the lyrics, which will be either a performance based or concept based video.

Different genres of music will have their own style of music video and normally genres will have similar iconography shown in the music videos. for example in an R&B/Hip-hop music videos will normally be set in a big city areas, in a night club or somewhere exotic, on a beach usually. if the artist is a male the video will normally include women being objectified as they wouldn't be dressed in many clothes and would be dancing provocatively the reason for this is to sell the songs using this sex appeal. Goodwin also thought that a female performer is often objectified purposely for the viewers pleasure as they are something good to look at and will make the music video more likable and entertaining. often the female performer will be shown a sexual way from the use of camera shots and editing which will show fragmented body shots this will emphasise the sexuality of the star. Also in R&B/Hip-hop music videos they will show a group of people having fun and drinking this is to show the lifestyle that they live by showing this people will buy the music as they think they might have a taste of this lifestyle if they listen to the music. other genre music videos will involve different iconography. however the artist of the song might what to create their own iconography for their music videos, for example lady gaga has created her image from the abstract videos she always creates to go with her songs and this is what she is now known for and people expect to see these different music videos by her. as she puts her own touch on her music videos she has created her star image.

Here is an example of a convention Hip-hop/R&B video:

In a good music video Goodwin thinks close ups should always be used this is to show the

emotion and facial expressions in the artists face or the actors faces in the music video this will also make the audience feel something and make the song more meaningful if real emotion is shown in the video.

This a good example of the use of close ups. Throughout this video the shot is focused on the singers face as its an emotional song and seeing facial expressions will make the veiwers see how meaningful the song is.

Intertextuality is also common in music videos and is often used even in small references. Intertextuality is when a reference from something else, for example a film, televison programme, video game or another music video, is taken and put into a music video, it wont be exactly the same but it will be similar and the viewers will be able to relate the two. this is a very effective technique as it is using something the audience may be familiar with which can give it new meaning or nostalgic effects.

This music video is an example of intertextuality as it takes the concept of the film Alice and Wonderland.

Voyeurism is also common in music videos. Voyeurism in a music video is when we can see, for example, in to someones window or out of a window and the viewers feel like they are in this position and are actually there watching the actor in the music video. Usually if this position the actor within the music video will be doing something they shouldn't or they will be doing something the viewer should not really be seeing, an insight in to the things that are happening in the music video to make the viewer feel involved.