Video analysis

2. So as to create a music video that is believably
within the pop genre – I shall analyse 3 real
products:
Britney spears, “Baby One more time”
Ella Eyre, “If I Go”
Avril Lavigne “What the Hell”
I will be using Goodwin's music video analysis
theory to analyse these products.

3. Goodwin Theorised that Music videos show genre characteristics:
All three music videos wear clothing, supporting the period:
• Britney Spears, wears 90s clothing with pinks so as to
represent the 90s girly style typical of the time, as well as
the actors wearing sports clothing, this video is therefore
exhibiting current fashion trends.
• Ella Eyre wears and actors in the video wear clothing
typical of today’s fashion, e.g. slim cut trousers, trainers,
as well as the male actors wearing baggy sports trousers,
trainers and caps – this again represents the current
fashion.
• Avril Lavigne wears baggy/ ripped t-shirts with distressed
shorts and tights, this kind of tom boy/ pop rock look was
popular within the 00’s

4. Goodwin Theorised that there is a relationship between lyrics and visuals, these are either:
Illustrative: The lyrics are directly copied by the action
Amplifying: The action is an exaggerated visualisation of the lyrics
Contradicting: The action contradicts or completely contrasts the lyrics
• Britney Spear’s video involves both illustrative and contradicting elements, for
example, “my loneliness is killing me” is matched with a shot of the artist surrounded
by people therefore not mirroring the lyrics, however “I shouldn't’t have let you
know” is matched with a shot of the artist sitting alone in a large room, this is
illustrative as represents loss and regret.
• Ella Eyre’s music video generally incorporates contradicting visuals as the song is about
leaving a loved one however the entire video is shot in one room, around each wall so
instead there is no sense of escape as the artist is kept within a room walking on each
wall – giving the sense of a cycle also.
• On the other hand Avril Lavigne’s video is mainly illustrative as the song describes “All
my life I’ve been good but now I’m thinking what the hell” while the artist steals cars
and pushes her boyfriend around, this mirrors the care-free attitude of the track.

5. There is a relationship between music and visuals,
for example, the beat and dynamics of the song:
• The visuals in Britney Spears’ video are illustrative in relation to the
audio, e.g. at the slowest part of the song, when the music is low,
the artist is shown alone in a large room, and when the music
immediately increases, the artist is shown with a large group of
dancers and a large use of lighting, this shows the contrast and
mirrors the music.
• The visuals in Ella Eyre’s video are in general illustrative as during
the quiet beginning of the song, as the audio loudens the room
becomes brighter, also each cut is on beat and the editing matches
the beat changes in the music – this makes watching more pleasant
as the audience can keep up with both the audio and the visuals at
the same time.
• The visuals in Avril Lavigne’s video are overall illustrative, for
example, at the beginning of the song as the music builds up, the
artist is in a lowly lit room with light coming through the blinds-
matching the music slowly building up as the light does, as the
music kicks in there is an immediate transition to a brightly lit
location. Also the editing is on beat and each cut is made along
with a beat of the audio, therefore allowing the audience to focus
on the visuals in conjunction with the audio.

6. The demands of the record label will include the need for lots of close ups of
the artist (so as to sell the artist, and create recognition) and the artist may
develop motifs which recur across their work - The artist may develop a
certain visual style as a trademark.
• Britney Spears is shot close up at multiple points throughout
the video, only the artist shot close up so as to allow the
audience to recognise the artists as the most important
person within the video and to establish the image of the
artist.
• The only close ups within the music video at all are of the
artist, establishing that she is the face of the video and this
labels the product as that of Ella Eyre’s.
• Avril Lavigne is shot close up throughout the video, this
establishes the artist within the audiences minds, also the
artist is shot close us using her fragrance therefore
marketing the artist as well as her products.

7. There is frequently reference to notion of looking (screens within screens or
telescopes) and particularly voyeuristic treatment of the female body
• Britney Spears is shown in a school uniform, with thigh
high socks and the shirt tied around her midsection, this
makes the artist look more promiscuous and places the
artist within the male gaze.
• Ella Eyre, while not costumed to fit the male gaze, is shot
in positions such as lying on her back, this position
represents sexuality and also places the artist within the
male gaze, also the framing of the shot, within the square
room makes the video look as if it is on a television screen
as if the artist is stuck within the room.
• Avril Lavigne is initially seen in the video in her
underwear, suggesting that she had previously been
intimate with her partner and places her within the male
gaze, as well as the artist repeatedly teasing her
boyfriend.

8. I can not find any intertextual links in any of the three videos
There is often intertextuality - references to films, TV programs and other
music videos