Andrew Goodwin

Codes and Conventions of Music Videos

Goodwin’s theory on music video

Taken from “Dancing in the Distraction Factory”, 1992

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.

“Thought Beats”

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 SongDisjuncture – 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.

“You'll never get that taste, out of your mouthYou'll never get the paw prints, out of the hen house nowAnd you can't go back, same way you cameRound all the pieces up, but they just dont fit the same”

I came in like a wrecking ball I never hit so hard in love All I wanted was to break your walls

Drink it up and get sick Bottoms up get wasted Pour it up drink it up live it up give it up Oh my god dammit there’s the fucking limit Pour it up drink it up live it up give it up

Technical CodesMedia 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, tone 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”