Research- Theorist (1)

Research- Andrew Goodwin 

Andrew Goodwin's book called 'Dancing in the Distraction Factory' identifies a number of key features, which distinguish a music video as a form:

• Particular genres of music have their own music video style and iconography. For example, a dance routine is common for boy/girl bands. 
• There is a relationship between the lyrics and visuals. And visuals are either illustrating, amplifying or contradicting.
• There is a relationship between the music and the visuals. Again with the visuals either illustrating, amplifying or contradicting the music.
•  The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs (or start iconography) which recur across their work.
• There is a frequent reference to the notion of looking, for example screens within the screen and particularly voyeuristic treatment of the female body. 
• There is often intertexual reference (to either films, TV programmes or other music videos)

In order to see how these features are distinguished in music videos, I've decided to analyse a numerous amount of different music videos and genres. The reason for this is so that I can see if certain features are more common in a particular genre, and therefore whether I would need to include a particular feature in my own music video in the future. 

1) The first video I analysed was Fifth Harmony's single 'All In My Head (Flex) '. This single features Rap artist, Fetty Wap and the genre of this track is classed as Pop/Rap/Reggae. In this video I noticed that the first feature (video style and iconography) was distinguished. This is shown via the dance routines, which is a common iconography for girl bands and therefore can be viewed throughout the video:

2) The second video I analysed was Jennifer Lopez's single 'Ain't Your Mama'. This genre of this track is classed as Pop and distinguishes the second feature ( relationship between lyrics and visuals). This is shown via the amplifying visuals, which present Jennifer refusing to mother her Husband and is also what the lyrics of this song are about. This is therefore noticeable throughout the video:

3) I also analysed Beyonce's music video for '7/11', which fits in the Hip hop / Trap genre. In this video I noticed that It distinguishes the third feature ( relationship between music and visuals). This is show via upbeat, energetic and sassy video, which reflects the genre of the music and is noticeable throughout: 

4) The next video I analysed was Selena Gomez's single ' Come & Get It', which fits into the Pop and Bhangra genre. I noticed that this video distinguishes the fourth feature ( record label demands). This is shown via the frequently used close-up shots of Selena and therefore forms her star iconography which is noticeable throughout: 

5) I then analysed Duke Dumont's music video for 'I Got U' which features the artist, Jax Jones and fits into the Deep House genre. In this video I noticed that the fifth feature is distinguished (reference to the notion of looking and voyeuristic treatment). This is shown by the character in the video using a virtual reality headset and is what the entire video's narrative is revolved around. In addition, this video also slightly references to the voyeuristic treatment of the female body, which is shown via the multiple Women in bikini's and limited amount of clothing. 

The last video I analysed was Eminem's single 'We Made You' and the genre of song is classed as comedy Hip Hop. This video is a good example of making intertextual references, which was Goodwin's final feature. This is shown via the frequent references to films such as; Star Trek and Psycho, the TV programme, The Ellen DeGeneres Show and other celebrities such as; Kim Kardashian, Elvis, Jessica Simpson and many others. All in which make the video entertaining and engaging due to this comedic style.