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Andrew Goodwin music video theory
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There is a reference to the notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.
This links to Mulvey's theory of male gaze.
The male gaze essentially reduces women to passive sexual objects to be looked at and quite often their representations were fragmented so that it was just the sexual parts of the body that the male gaze at.
To an extent; the concept of my music video subverts Goodwin's theory of music videos.
1) It is based on an abstract concept of loss
2) There is a slight diconnect between the lyrics and visuals
3) The female isn't objectified, rather she embraces her female sexuality.
Andrew Goodwin music video theory
Demands of the record label
Links between lyrics and visuals
The record label has control over the artists they sign, so they are in control of the artist's personal brand and how they are presented within the media.
For example, the record label might require the artist to be sexy, in order to appeal to a particular audience demographic. They might also demand that there are lots of promo shots of the artist in their music videos.
Goodwin suggests that lyrics will always make constant references to visuals on screen. Visuals reinforce the lyical content.
An example of this is SZA's Babylon music video
In the music video she says "crucify me" and synonymously there is an image of her laying in the water with her arms and legs spread apart as if she's being crucified.
Goodwin's 7 main principles
1) Links between visuals and lyrics
2) Links between music and visuals
Genre characteristics
3) Genre characteristics
4) Intertextual reference
These are depicted within music videos as certain conventions associated with the music genre.
5) Notions of looking (voyeurism)
For example:
One of SZA's main music genre is Trip Hop
6) Demands of the record label
Conventions of the Trip Hop genre include: the use of an unknown location, locations set within nature and visual/ lyrical concepts associated with dark themes such as suicide.
Sza's Babylon music video conforms to the conventions of the Trip Hop genre and all of the traits listed above are included in her music video.
7) Performance based, narrative based or concept based music videos.
Notions of looking
Link to my music video?
Examples of this are seen in Lana Del Rey's Ultraviolence music video
The gaze of the camera focuses on her body as if it is a man. She also stares directly into the camera.
A man's hand reaches out from behind the camera to show that a man is filming her.
She is also quite submissive to the man