Convention of the Styles of Music Videos
Andrew Goodwin wrote a book called "Dancing in the Distraction" which he added in the theories of music videos in to reveal facts of what makes us attracted to the music videos which includes the people in the video, the background, the song and the theme that the song is relating to.
The purpose of a music video is to:
Sell the song, and invoke a reaction so that the audience remembers the song.
To give the audience a better understanding of the song.
To entertain and show off artist talents.
To sell CDs, DVDs and downloads by creating memorable visuals.
And marketing for the purposes of exposure and expansion of the artist' profile.
The music videos promotes a song which turn to promote an album. The main purpose is to sell an image of an artist and the overall purpose is to help generate money for the record company.
Artist will set a certain mood in their video to certain experience which the concept of selling artists through image carried by record companies.
Andrew Goodwin created five convention which is based on music videos and it styles. The five conventions are:
Genre Characteristics: Convention One/1
In the theory of Andrew Goodwin, Goodwin made state that different types of music genres use different types of key conventions in all the music videos to show what the song is about and what the song is relating to in the music videos.
With the three girl band that consist of five girls who are vocal singers and maybe dancer depends on their dancing attributes
Spice Girls are the best selling girl group of all time, and the most successful British band since the Beatles and their music "Wannabe" remains in some of the most searingly brilliant pop ever created which is also been their best hit.
They also had hit with the music that I have now which is "Viva Forever".
The group legacy that lives on, both via Girl Power movement that's cemented in the cultural consciousness.
Relations to Lyrics: Convention Two/2
Andrew Goodwin's second convention, Andrew states that there is is always a relationship between the lyrics of the songs and the visuals images seen in the music video. He also say that this happen in three different ways in a music videos. There are three ways for the second conventions: which is Illustrate, Amplify and Contradict
Illustrate:
Music Videos can use a set of images to illustrate the meaning of the lyrics and the genre.
Illustration is the easiest and simplest concept to base music around as it is just a literal meaning to the song's lyric in visual form. Owl City have used illustrative ideas in their music video, for example their music video "Fireflies" where one of the artist is singing as he sing a word, the words appears on the screen to a toy gadget.
Meanings are amplified often through repetition. Part of the song is amplified by visually drumming into the vision.
Amplifier happens when the music video introduces a new meaning that do not contradict with the lyrics but add layers to the meaning for example, Beyonce's music video 'If I was a Boy' which is a song amplification.
Contradict
Contraction happens when they are things in the video that shows another effect when a song has a word that reacts to the music video background like when Lady Gaga said in her music video "involves some heavy touching". A few dancers have body contact with Gaga as she sings the line.
And also in music of Down from Jay Sean ft Lil Wayne. In the video, there are a few contradict like "Bring your body close to me", the female character moves closer to Jay, "She's cold", the background freezes and "She's not Miss America", the background changes into the image of the Union Jack.
Relation of Music to the Visuals: Convention Three/3
Andrew Goodwin's second convention states the visuals in a music video will almost have a connections to the pace of the music/song. Again the video can be edited so that the video can be either, illustrated, amplified and contradicts the beats of the music.
The convention is used in order to show the artist throughout the video but is most common with female artist as productive angles are often used to sexualise the artist following
Like Blurred Line, where every sentence reveals a scene of the person doing the action of the words.
Develop a style: Convention Four/4
Goodwin recognised that many music videos included voyeuristic angles of woman in order to entice a male audiences interest in the artist and the lyrics to which these shots represent.This used to sexualise cause a fetishistic connection to the audience.
In this example of the previous popular music video of Rihanna ft Drake - What's my name. We can see the artist, Rihanna, walking in the supermarket. There is a shot of her back taken and her face is not showing which makes her a sex object to the eyes with a shot of her legs that makes a focus point and again this conveys her sexualised qualities. Lastly, we can see on the right frame that there is a man looking at her to encourage the male audience to do the same. This removes the possible guilt they may have when classifying the artist as a sexual tool.
Frequent notion of looking: Convention Five/5
Intertextual references to other media text may be present, especially in humorous videos.
Goodwin recognised that it was common to recognise either the visuals or the lyrics to the song to be a direct references to another media text. This is used to engage the audience and provide gratification if they recognise they link.
An example of a media text being recognised within a music video is seen the late Michael Jackson's music video "Beat It" which is clearly influenced by West Side Story.
That concludes Task 2: Convention of the Styles of Music Videos
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