Andrew Goodwin is a music directer. He has a theory that there are 5 main key aspects in music videos. He analyses these 5 aspects in his book 'Dancing in the distraction factory'.
1. Thought through beat (seeing the meaning of lyrics in your head)
The first step of this would be to understand the chorus and verses.
The second step would be the main voice of the artist compared to others, the identity of the star.
The last step would be the story of an artist told in the song, establishing them as a story teller.
2. Relationship between music and visuals
There are 3 ways visuals are used to promote a song-
Illustrate- music videos use certain shots to illustrate the meaning of lyrics to their song and genre, e.g. "gun" and a gun is shown
Disjuncture- The meaning of the song is completely ignored in the music video
Amplify- This is when images and camera shots are manipulated and shown repeatedly in the music video
3.Narrative/Performance of song
Andrew believed it was important for an artist to be involved in a music video by performing or acting out a role as the main character.
This helps to make a song look more realistic and gives the audience a good understanding of the song.
4.Technical aspect of music video
He said that this helps to hold the video together through the use of mise en scene, special effects, sound and editing.
Lightening and colour helps to set the mood for the music video and creates emphasis on significant parts of the song to create a dramatic effect and thrill the audience.
Mise en scene can help the artist gain authentication and make the video appear more professional and expensive.
The beat of the song is very important as it helps create effective cuts that go with the rhythm of the song to make the video more entertaining and cohesive.
5. Star image (protagonist) camera shots showing the artist
Goodwin said the star image is a vital aspect of the music video, because they make it more appealing to the audiences.
The star image is always very unique, e.g. with costume, moves and appearance.
This helps to promote the artist/star's image in public and helps to promote the video while creating a public reputation for the artist.
He said music videos visually display songs by presenting the lyrics in the video e.g. If a song mentions a kiss, it will often be shown in the music video.
He believes you should see a story in the way the video is made, through the music and visuals. These two aspects work together to make the video visually pleasing and entertaining to watch.
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