Script for voiceover

Andrew Goodwins theory on music videos is taken from his book Dancing in the
Distraction Factory (1992). The book was broken down into 3 different section:

Music

Lyrics

Band image

However his theory delves into 8 conventions of music videos.

1) Thought beats - seeing the sound in your head

Music videos represent the voice of the artist and brand their trying to sell to
their audience.

The first step of this convention is to gain an understanding in the structure of the
music for example how many choruses and verses and when do they take place.

The next step is the particular voice of the artist. Is it unique and original when
compared to others artists. If so, this will give the artist the edge in standing out
from the rest.

The third step is what story the artist is telling through the lyrics. The music video
can really help a song gain popularity or make more sense through the use of
pictures and set design based upon the lyrics. It can also make the audience more
invested in the song as they learn the point of view its coming from.

Example Michael Jackson.

2) Narrative and Performance

Goodwin believed that it is vital that the artist is involved in making the music
video as it gives the video an authentic and realistic feel as the lyrics are being
shown through the singer on screen. T
The video must be original and unique so that the audience can rewatch the
music video meaning that there must be elements that grab the attention of the
audience. Something that makes it stand out like a performance on top of a deep
narrative.

Music videos are advertisements at the same time as the artist wants to sell
albums and singles, as well as telling the narrative and giving a performance to
catch attention.

Is the artist performing the main role - Yes, she's acting that planes crashed and
she now owns the jungle. Strong female lead.

Example - Taylor Swift - Blank Space She plays the character, making it realistic
that can be seen in different perspectives so that the audience can rewatch the
video, selling the albums and singles.

3) Star Image

Meta narrative is a big story and describes the development of the artist over a
certain period of time.

Music videos are primarily used to promote an artist and their work. They are
made by record labels to big up the artist and increase awareness about their
album and work. To achieve a wider recognition and awareness the artist is the
star of the video and the centre of attention. In media terms this would mean lots
of close ups to place emphasis on the fact that this person is the artist and they
should be recognised.

David Bowie - The artists style, public image and persona is very unique in the
way he presents himself - costumes moves and appearance. Zigy star dust helped
to make him stand out and increase awareness about his products. This helps to
maintain a public image therefore promoting the video.

4) Relation of visuals to songs

Music videos can be viewed from different perspectives and parts of the song like
the lyrics play a big part in gaining a different reaction from each different
audience member. As well as allowing the audience to make up their own mind
about what the lyrics are representing it allows the creators like the director and
artist to create a music video explaining what the lyrics and structure represent.
There are several archetypes that music videos follow in explaining the lyrics:
Disjuncture - The lyrics of the song is completely ignored and the video doesnt
represent what is being sung. - Example - Benny Benassi - Satisfaction. The girls
and machinery have nothing to do with the lyrics.

Amplify - The lyrics and meaning of the song is explicitly emphasised through the
video - Example - Singing in the rain, its raining with the pictures representing the
lyrics

Illustrate - This is the most common archetype used where the lyrics of the song is
made even more clear through the video. With the video following the narrative
of the lyrics and genre the video is set within. Example - Air Hostess Busted. The
whole video is based around the aeroplane and air hostesses.

5) Technical codes

The technical parts of the videos help to represent an artists or directors ideas
making them vital in the process of making it.

The micro elements, cinematography, mise-en-scene, sound, editing are added in

post-production and all work in harmony to create the representation of the lyrics
and meaning of the song.

Atmosphere, tone and mood can be inferred through the use of colour, tempo of
editing and variety of different shots and transitions. Lighting, colouring and
general mise-en-scene help to set the mood and atmosphere for the music video
allowing the director to create dramatic effects and place emphasis on certain
parts of the video. It can also make the video realistic and authentic using it
illustrate certain locations and tone.

6) Frequency reference to notion of looking (Direct gaze, other people looking at

the artist, insight into the artists life, screen and mirrors & voyeurism)

Voyeurism is used in order to gain the music video popularity and to sell the
products. In most music videos, Goodwin believes that females can be used as a
way to sell the product. This can be used through cinematography and mise-en-
scene.

Direct address can also be used gaining the audiences attention to create
voyeurism.
Voyeurism - Benny Benassi - Satisfaction is a perfect representation of how
women are used to sell music and make the video popular through voyeurism.

7) Music videos demonstrate genre characteristics

There are many different genres in the music industry and each one has different
stereotypes that come with it.
For example in a pop video you can expect a dance sequence, with male gaze
being used to gain popularity. Rock might have a stadium performance with the
crowd like Paradise City by Guns and Roses. Dance might be in a club, solid beat
to it. Dancing, lights everywhere. Fist pumping

8) Intertextuality

Intertextuality are references from one media product being used in another
media product. It can be used for the audiences benefit so they feel comfortable
as some references come with a familiar feel or a nostalgic feel.

Two different types of intertextuality:

Pastiche - Is a work of visual art, music or literature that copies elements of other
artists work by used to pay tribute or homage. Example 2pac Californian Love.
Pays tribute to Mad Max- A popular film at the time.

Parody - Used for comic effect and to get a reaction from the audience. - Alien Ant
Farm- Smooth Criminal. Parodies Michael Jackson using is dance moves and dress
sense to create a comic effect and familiar feeling.