1. Andrew Goodwin and
Laura Mulvey
Music Video Theory

2. Andrew Goodwin
Musicvideosdemonstrategenrecharacteristics(E.g.stageperformanceinmetal
videos,danceroutineforboy/girlband,aspirationinHipHop).
Every type of music has a certain type of genre and within these genres there are certain
characteristics that outline and demonstrate to the audience, for example this is a Pop, Rock and
Classical music genre.
It is key for a music video to show these genre characteristics in a music video. For example a Pop video
would have lots of colour and performance which creates the outfit for the song.

3. Thereisarelationshipbetweenlyricsandvisuals.Thelyricsarerepresentedwith
images.
For most music videos they have a link with the lyrics and the visuals to create a music video people
will enjoy. This means that what you are seeing in the music video is explaining what the lyrics are
saying.
For example in Taylor Swifts song ‘Shake it off’ you are presented with her dancing and shaking herself
around with other people. This music video clearly has a link with the lyrics as she is shaking and the
lyrics keep saying ‘shake it off’.

4. Thereisarelationshipbetweenmusicandvisuals.Thetoneandatmosphereofthe
visualreflectsthatofthemusic.
Another vital feature of a music video is the link between the actual music piece and the video,
especially when considering the main purpose of the video itself is to promote the song on which it is
based on. This is done successfully by ILLUSTRATING, AMPLIFYING or CONTRADICTING the message of
the music piece. This is commonly done through cutting to the beat of a song. For example, is a song is
upbeat and exciting the video is generally expected to illustrate or amplify a similar tone in a visual
format.
A good example of this is Iggy Azalea’s ‘Work’. Also, through this video you can see how the visuals are
built up around the structure of the song, meaning the most upbeat parts are the most lively, colourful
and visually alluring.

5. Thedemandsoftherecordlabel.
Goodwin's theory states that, despite whatever the meaning of the song or music video may be, a
record label must profit from the release of a music video. The music video will include lots of close-
ups of the artist and the artist may develop a topic that reoccurs throughout their work (e.g. another
music video or album art.)
A music video that demonstrates the forth of Andrew Goodwin's conventions is ‘love the way you lie’
by eminem ft. Rhianna. The music video includes vast amounts of close-ups of both artists despite the
narrative between the couple, who are continuously fighting about their relationship. Unsurprisingly, a
majority of the video is of only the two artists, in an attempt to advertise themselves and their music.

6. Thenotionoflooking(Particularlyvoyeurisminwomen)
Often the artist will look directly to the screen (or through an object such as a mirror), to make a
connection with the audience. Although, in some cases this is done in the form of voyeurism. In that,
the artist (highly likely to be a female) looks to screen to sexually arouse the viewer.
A music video that demonstrates this is ‘wrecking ball’ by Miley Cyrus. The first shot of the music video
is Miley Cyrus’s eye contact with the camera, this reoccurs throughout the video: through this she
makes an early connection between herself and the viewer. Voyeurism plays a large part within the
music video, as Miley Cyrus often stares at the camera whilst she swings from side to side, barely
clothed or naked on a wrecking ball. She also looks to the camera when she's laying in the rubble. This
is done in the music video to show the two sides of Miley we must identify but also differentiate, we
have the innocent and pure Miley as well as the seductive and dangerous Miley.

7. IntertextualReferences
Goodwin’s theory states that, sometimes music videos reference other media texts. This can be done
to give greater meaning to the music video or to give a greater understanding to the audience.
A music video that demonstrates the sixth of Andrew Goodwin’s conventions is the music video ‘its
raining men’ by Geri Halliwell. There is intertextual reference to the film ‘Fame’ such as the clothing
and the performance style. Also the song was originally performed by the Weather Girls so this song
was not created by Geri Halliwell.
Fame Raining Men

8. Laura Mulvey
MaleGaze
In film, the Male Gaze theory occurs when the audience is put into the perspective of a heterosexual
man. A scene may focus of the curves of a women’s body, putting you the viewer in the eyes of a male.
These curves can be highlighted with specific conventions such as such as slow motion, deliberate
camera movements and cut away. The theory suggests that the male gaze denies women human
identity, downgrading them to the status of objects to be admired for physical appearance. They
theory suggests women have become used to watching music videos from a mans perspective.
Often the female character has no real importance within the film or video herself, but how she makes
the male feel or act which is the important part. The female only exists in relation to the male.
E.g. In every James
Bond film there
has been a female
connected to him
that are in love
with him.

9. Mulvey states that the role of the female function within a female character/role in a narrative has two
functions:
As a sexual object for the characters within the narrative to view
As an sexual object for the audience
The main characters look at others (male) and the characters that are looked at are passive (female).
They are under control of the males gaze and only exist for visual pleasure. Females if in a passive role,
provide inspiration for men to act. Males on the other hand, push the narrative forwards and make
things happen and are seen as active.