Andrew Goodwin
What is a music video?
A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale
of music recordings.
Dancing in the distraction factory
Andrew Goodwin wrote the book 'Dancing In The Distraction Factory' which describes his theory on music videos.
Thought Beats
The structure, speed and beat of the song are represented visually. through variations in chorus and verse footage, or cut to the beat (so a song with a faster tempo will include a number of faster cuts between shots).
Music videos also represent the “voice” of the artist their particular style, or brand identity if you like.
Narrative And Performance
Music videos are advertisements, as well as telling the story of the song. It must be possible to watch the music video again and again, so there needs to be a performance element to the video, as well as a narrative. The artist acts as both performer and
narrator (and sometimes character), making the video feel more authentic.
Star Image
Music videos are primarily used to promote an artist. They are
produced by record companies as a way of promoting and increasing the profile and sales of artists, and as such they must tell a story about the development of the artist. This is achieved through making the artist the star of the video, and
giving them the most screen time. Other techniques are used, such as a proliferation of close-ups of the artist.
RElation of visuals to audio
There are three ways of relating the music in a video to the visuals on screen according to Andrew Goodwin.
Disjuncture–The meaning of the song is completely ignored. The images in the video do not relate.
Amplify – The meaning of the song is exaggerated through the use of visuals
Illustrate – The meaning of the song is made clear through the video. This is the most common use.
Technical
Media language, in terms of camera angle, movement, lighting, editing and visual effects added in post production all work together to create meaning for a music video. Atmosphere, one and mood can be reflected through use of colour, speed of editing and variety of transitions.
Setting is often used to communicate glamour, and it is important that beaches look like beaches, clubs look like clubs. This makes the music video feel authentic and therefore believable. Editing often follows the rhythm and tempo of the song, cutting “to the beat”
