Research - Goodwins

Goodwin's Theory


Who is Goodwin?
Andrew Goodwin is the man who has created 8 successful ways in creating a music video. Has he has done this he has become quite huge in the music industry as this has become the main 8 things that people follow to create a music video.

These 8 points includes:

1) Genre Characteristic.

2) Relationship between lyrics and visuals.

3) Relationship between music and visuals.

4) Star image motif.

5) Notion of looking.

6) Intersexual references.

7) Performance, Narrative and Concept based.

8) Technical elements.


Genre Characteristic:
With the genre of the song, the music video of the song will reflect the genre through the soundtrack and some of the characteristics of the music video it self. As for showing some of the specific characteristics, that have instantly put the artist in its particular genre. For example tyga and his song make it nasty in the video you can tell its hip hop and rap through the females, clothing and setting of where the area is. Some of the characteristics of the genre is where tyga is rapping about girls and doing things with them, with them wearing revealing clothing. 

Relationship Between Lyrics and Visuals:
With showing the lyrics visually allows the audience to see how the artist visually shows the lyrics through video. With using Chris Brown as an example of his Fine China song is that, the lyrics are being interpreted though the music video. With the music video being made and have Chris Brown as a artist the music video is now delivering a message to the target audience, which for him is a teenage audience. With this song the audience can feel a connection with how he feels about the girl, for being in a same situation as the audience might be experiencing it.

Relationship Between Music and Visuals:

With the music having a up-beat towards it, but with the music video it would be the same as the visuals reflecting the up-beat song. With the music seeming like a montage, but the visual followed through for example Rudimental "Not Giving In".

Star Image Motif:
Star Image is where they focus on the star through the music quite a lot. The music video would consist many close up shots of the artist, this has been done because the record label it trying to make the artist more popular. With the Hip Hop genre is mainly performance based concept to be able to show the artist's more for example showing off his money girls ETC. Having these artists showing off what they have is portraying the idea of the American dream to the audience and showing it clearly. An example of this is SchoolBoyQ  "Man Of The Year".

Notion Of Looking:
With the notion of looking it is quite sexual to the females body as the camera work is shown to look at the chest and the hips of the females. With this they show off the female body as an sexual object to the audience. With this most of the new music videos that mention having females do this very often. For example 50 cent Cant Shop. 

Intersexual References:

With many of the music videos now you would now see that they are linked to a film or a television programme, as this is a way that some of the artist is able to do a promotional stunt to get the song out there. With doing this they would be gaining more viewers as if the view ends up looking for the song after they watch the programme or film. A great example of this is Michael Jackson "You Rock My World", as this has a cinematic entrance to the video before he starts to sing.

 

Also another one is Wiz Khalfia "We Own It". This is because the music video actually has clips of the scenes from the film to help promote both sides the film and the song.


Performance, Narrative and Concept Based:

- Performance based music video is where it is mainly focused on artist or the band performing. An example of this is:

Furthermore there could be a music video of where the artist has performed live and they use the footage from that as the music video.

- Narrative based video is where the music video has a story that goes with it this usually is related to the lyrics of the song as it would have some sort of narrative already if has a message.

- A concept based music video usually only has one concept to the video so that does become complicated, for example a theme would be surreal for the audience to see. For example:

 

Technical Elements:
With creating a successful music video is due to all the micro-elements, this is because each element plays part in making the vision of the music video come out to its best.

Furthermore with the way of identifying the technical elements of a music video is because of the genre and the type of artist or band that is shown.

Conclusion:

With this research It has helped me because it allowed me to understand that there is a few different type of music videos there is, also with this it has giving me the ideas of what makes a successful music video. Also all the important points within making the music video.

Research: What Is A Music Video - Ms Begum

Introduction
A music video is a short video that integrates a song and video imagery, the video is produced to for the promotional purpose to sell the album or song, also the video can be made for a artistic purpose to show towards the audience.
- With some of the music videos that some artist makes is often made to show meaning or a message of the song towards the audience. With doing this the audience is able to understand what the artist is trying to portray through the music video, with either wanting to show a narrative, performance or a concept. Furthermore the music video could be inspired by the lyrics of the song which will give the music video a narrative and a connection to the song.

- Having created a music videos, there are many purposes why it has been made. Having done this it includes selling the song to have a greater impact on the audience so that the video is memorable so that the audience will either share and watch over to gain a bigger fan base. There is other reasons such as creating it to entertain the audience or to show off the artists talents, furthermore to create the marketing of the artist to have more of an exposure of the artists profile.

Classic Convention:
- Classic convention of a music video usually incorporates a performance, narrative, mixture of both or a notion based videos. As of this a lot of famous artist have used this to create their videos such as Chris Brown, The Weeknd, Beyoncé and many more other artists...

Performance:
- A performance based video, which has some forms of dance or another way to entertain the audience. With this performance based video you would see that there would be dancers dancing to the lyrics or the beat of the song, this is to entertain the audience whilst they watch their favourite artist showing off the other talents that they have apart from singing. Within the performance based videos we would see a small group of dancers in the video doing a choreographed routine and they would usually add the artist join the group and perform. As an example of this is one of Chris Browns Music Video New Flame Featuring two other artist Usher and Rick Ross.

Narrative:
- A narrative based video is basically a music video that has a story within the song and the progression of the video to the audience. Mostly the narrative matches with the lyrics as that will be what the music video will become. With doing this it allows the audience to gain a visual interpretation of what the lyrics of the song. For example if the lyrics read "I'm drunk texting you" then the music video would portray the artist as he was drunk and show some sort of text sent to the person they are on about, with this happening it has allowed the audience to see what the artist is talking about like this could of been a actually situation where they have made a song from it and show the audience a visual and a song to show what the artist is going through. Furthermore with the artist being able to make songs like this where the audience can relate it allows the audience to understand more of what they are feeling as they could of been in that situation, as with this happen it allows them to have found a song to express what they wanted to say but not know how to. Also allows the audience to not feel alone in this experience. An example of this song is Fine China Chris Brown

Mixture:
- A mixture is of both the narrative as well as a performance based video, this isn't as popular as if they was to be separated based video. With having this it allows the artist to act as well as show off the other talents that they have, with using a narrative allows them to tell a story as well as it being a performance then they could show off a choreography that was made for the song whilst the video is developing. The best example of this is Michael Jackson.

Notion:
- A notion, of the type of music video is often where the artist just continually looking and singing towards the camera in order to try and connect with the target audience more where it would feel much more personal level to the audience. Within doing this it allows the artist to create a immediate link with the both the audience and the artist within the music video.
- Also along side with this notion, there is the notion of looking. What this is the Mulvey's "Male Gaze" This is the theory where the audience would be put in the position where they see the video in a heterosexual male's eyes when watching the video, and the females would be sexualized by the camera as it would have many close ups of the body parts of the females.

Audience Impact:
Music videos does leave a enormous impact to the society. This is due to the what is shown and what happening in the music videos, this can affect the people from the different genders and age groups in different ways, mainly teenagers. With the music becoming a big part of a teenagers life, so does their favourite artist. As for having a favourite artist the fan will follow can copy them as that's who they would idol, and if the artist shows what they do in a negative way or a positive way then this will affect the audience, as the teenagers look up to them in leading them to act, dress, dance any many others thing to be as similar to them. This can have a good or bad affect to the audience.
With every new song that gets released, the audience anticipation and their expectations starts... This is because they are waiting for a music video for some of these songs that released and can't wait to see the content of the new music video.

Positive:
With the positive aspect of the music video can help the audience, by inspiring them in working hard achieving goals and live a good life and do good things. With being motivated by the artist and inspired it allows the teenagers to gain motivation and will work hard towards their dreams in life.

Negative:
Where as in a music video is it shows negativity or a negative theme of life about how the artist parties, being drunk, going strip club, having sex and taking drugs, this can really affect the teenager in a bad way. I know this wouldn't affect a older person as it would be unlikely they would listen to "Tyga, Drake, Lil Wayne ETC". As for the things that the artist does the teenagers that are fan would follow as they think its fine as it looks exciting yet it also could be illegal in the things that they would do. Furthermore with showing things like this could make the teenager change their dream and would want a life like that even though it is just in a video appealing to the audience and this could have a bad affect on the person. "DJ Khaled Hold You Down"

Synergy:
Creating a music video is more than one way of promoting the new single or album, there are also interview, radio interview, magazines etc this all links into promoting the new single/album as well. With the music video industry they have connections within the industry to be able to also promote the new single through the internet, print media and also having the song put on a film soundtrack. As for it being put on a film sound track the reason this would happen is because of the artist is signed to a record label that is a subsidiary of a bigger company for example universal, or if someone askes for it to be used in their film.   

Technology Advancements:
With the year we are in the technology is forever advancing and developing in many ways. Other ways that people can listen to music from the radio like before but as we have developed we can now listen to music through CD's, DVD's, IPod's, IPhone's, IPad's, tablets and many more...With having this now, the audience is able to listen to music anywhere and everywhere at any given time they choose, in which helps the artist and the industry to be able to create more profit.


With the technology, developing so fast this can affect the music industry in good ways. Such as technology is able to improve the quality of the music video and also allow them to distribute the video in many more ways, as they have smart phones and other ways they can access the music video.