Andrew Goodwin and The Theory to Music Videos

Andrew Goodwin states that there are 5 key aspects that we as an audience look out for when watching and  listening to music videos.

1.Thought Beats - Seeing the sound in your head
Goodwin stated that when we listen to music we automatically look our for 3 things with the track and we see it our heads. We separate the chorus from the verses in the song and identify the pattern. We listen to the voice and we match it to the artist and how unique we are. We also listen carefully to the lyrics and go on a journey with them trying to understand the story they are telling us.

2. Narrative & Performance
Goodwin says that we make up our own idea of what the music video is about or the lyrics from a basic understanding of what it may actually be about. Music videos should be of a high standard in these areas and keep a clear narrative and a great performance to keep the audience interested. When the artist  acts and preforms in a music video they make the video original and authentic. They always mime to the track but it is always there job to make it believable and realistic to the audience.

3.The Star Image
The stars image is the most vital ingredient in a music video. Goodwin said that artists want to wow there audience with there image to stay current in order for them to remember them. There star image plays a big role in music videos and becomes bigger and more recognisable as there careers grow.

4. Relations of visuals to the song.
Goodwin had said that there are three ways to promote a song, Illustrate amplify and disjuncture.  He said that videos cram the song into the audience heads. By using certain images that relate to the meaning and lyrics to the song. And by repeating these so the audience dont forgot them.

5. Technical Aspects.
Goodwin said that technical aspects make a video much more intresting and enjoyable for the audience. He said that lighting and filters can alter the mood and feel of a music video instanty. He also said that the Mes En Scene needs to look professional and very realistic to attract an audience of a wilder scale.

Genre Of 'John Newman - Love Me Agian'

So our group have decided to create a music video to this track....

This is the offical music video to John Newman - Love me again. We have chosen this video because we feel that there is alot of things that we can do with the track and as we listend to it our heads were flooded with ideas and pictures. The music video to this song isnt very big and is not really known as it is quite basic. John Newman is a new artist in the UK and has recently brought out a album.

John Newmans songs range from the Genres Of  Pop, Rock And Soul. For the track that we have chose the genre of it is soul how ever it is really upbeat so some people may say it is pop.

The music  video for the song is in the genre of  Homeage and Basic. I can see how this fits into these genres as the video is actually quite boring and not very exciting at all. John is the main focus in this video and so is his singing. The video is very naturalistic and beliveable it would have been easy and cheap to film and direct.

Music Video Director - Anthony Mandler

Anthony Mandler is a world wide and very known music video director. He has worked from the lights of Rihanna, Jay Z and Justin Bieber.
Anthony has directed amazing videos for a variety of diffrent tracks and genres. However from looking at his work i have noticed that Mandler uses alot of darkness in his videos that creates a relaxed and emotional mood. He produces great videos and they are all for massive world wide artists with pockets of number ones. Here are some examples of his work.

Intertexuality

Music videos are nearly ass described as being post modern. They sometimes refer and involve media texts such as cinema, television, fashion and photography. This draws a lot of attention and recognition from the audience. This is called intertextuality, intertextuality is when something uses pre media text and sort of copy's it or mimics it. This can be funny and also can be an issue if it does it to something copy right or very we'll know. Intertextuality is only a success when you can recognise what exactly they are mimicking or copying straight away.

A perfect example of intertextuality in a music video is the video for "She walks like Rihanna" by The Wanted

In this video the band mimics 3 of the most well own boy-bands in history and there most known music videos. Firstly when they are on puppet strings they are mimicking the band N-SYNC with there video to 'Bye Bye' . Then they mimic West-life with the white suits on then lastly they mimic Take That with there video to 'Want You Back' when they are in black and white.

Intertexuality attracts allot of attention  to music videos and gets allot of word of mouth going around as people love to see them. Intertexuality makes videos more fun and enjoyable.

Voyeurism

Voyeurism is when music videos give the audience some sexual satisfaction. Voyeurisim is one of the most key ingredients to a music video as it can attract a lot of people to the music video. Voyeruism is simply when an artist gives sexual attraction in a video. For example it could be manipultive looks or dance moves or a gesture promoting the artists breast or bum. Voyeurism is mainly aimed towards males and the Male Gaze is introduced. The male gaze is the way that men see female artists in there videos. Every video has some sort of sexual moves or acts to attract the male gaze. Artists such as Rihanna and Beyoncé are very popular with men and there videos contain a lot of sexual dance moves and male gazing. The aim of voyerisum and the male gaze is to pleasure the male audience and to gain views for there videos. The artists also get a look from these and people will like them for there looks and body

The male gaze is achieved by using a variety of techniques involving slow motion that slows down at a part of a video when the artist is performing a sexy move. The camera also focuses on the females sexy body parts. Artists are also asked to look into the camera and give a manipulative and sexual look.

If you look at the video above Beyoncé Crazy In Love you will see how much voyeurism is used and how much male gaze there is. She dances seductively and the camera focuses on her bum and breasts a lot. Also slow motion is used to emphasise the sexiness.