Music Video Techniques

Music Video Techniques

Music video techniques are rather simple, each music video has an aspect of Andrew Goodwin’s Theory. There are around 6 different key features within his theory which when analysing a music video, you should look out for. These are

v  A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.

v  A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.

v  Genre-related style and iconography present.

v  Multiple close-ups of the main artist or vocalist.

v  Voyeurism often plays a major part, especially in relation to females.

v  Intertextual references to other media texts may be present.

Each of these can be found within a music video if you pay close attention. For these key features I will set an example of what each of them are.

Kanye West ft Rihanna – All of the lights relates to the feature a relationship between the lyrics and the visuals as this music video actually does illustrate the visual as the lyrics are placed within the screen as if you could sing along with the song itself. To make this music video more interesting with the key feauture, each of the lyrics which are wrote on screen are in different effects and colours which makes it more exciting. The timing of the lyrics as well go with the pace of the song which is fast and beaty. This is a good example for this kind of key feature by Goodwin. This is one slight bit of proof that Goodwin’s theory was right as there is a clear example of this key feature.

Lady Gaga – Telephone ft Beyoncé is a good example of another one of Goodwin’s keyfeatures, and this feature would be Intertextual references to other media texts. This is shown around the time clearly when Beyoncé comes in to the actual music video. There is a yellow truck which is known as the ‘pussy wagon’ which is a reference to the film ‘Kill Bill’ .

Beyonce – Ego is a very good example for the key feature Voyeurism as Beyonce herself is a female idol to all the young females in the world. She is seen as a sexy women which re enforces the key feature. It shows women in a sexual way throughout the music video. Her being the main focus of the camera wearing slightly seductive clothing as she personally hasn’t got much on. This would make more people want to watch the video itself, it can be addressed for both genders as males would like the video as its young, sexy girls only and for girls as she has become a huge idol amongst girls from different ages.