Andrew Goodwin: key features of music videos

In 1992 Andrew Goodwin wrote a book called "dancing in the distraction factory".which identified 5 key features that are used throughout music videos.

Goodwin believed that music videos demonstrate genre characteristics. He believed that the characteristics and the content of the music video depended on the genre of the music. For example if the artist was a girl/boy band the video would contain some choreographed dance routine and vivid colours.  Another example would be if the artist was rock/heavy metal the music video would stereotypically contain atleast some shots of the band performing and the crowd.

Iron Maiden

This video of Iron Maiden (who are one of the biggest metal bands in the world) demonstrates the genre characteristics of a metal video as it is a stage performance containing many close ups of the band playing instruments and many shots of the crowd. The colors in the video are also quite dull and dark. This proves that Goodwin's theory of key features in a music video are true as the video conforms to the typical convention.

Backstreet Boys - Everybody 

This video to Backstreet Boys "Everybody (backstreets back)" demonstrates the key characteristics of a boy/girl band music video as throughout the video Backstreet boys perform a well synced choreographed dance routine. The video also contains vivid colors and the dance at certain points can be classed as being quite sexual. This proves that Goodwin's theory of key features in a music video are valid as it conforms to the expected convention.

There are 3 ways in which a music videos are used to promote a song and create a relationship between lyrics and visuals.

Goodwin also believed that another stereotypical trait of music videos is that there is always a relationship between the lyrics of the song and the music video for that song.This relationship can either be: illustrative, amplifying or contradicting.

Illustrative ( Owl City Fireflies)

An illustrative relationship between lyrics and visuals refers to when the song lyrics are put in visual form by the use of images that illustrate the meaning of the lyrics and genre. This is the most common way to promote a song within a music video. A good example of an illustrative music video is Owl City and their video for "Fireflies". Owl city use illustrative ideas throughout this video. For example whenever the word fireflies is sung, fireflies are shown on screen. This shows a strong relationship between lyrics and visuals as it is an easy to distinguish the illustrative parts. 

Amplifying (Daniel Powter)

An amplyfied relationship is similar to repetition as the meanings and effects are manipulated and constantly shown through the music video and drummed into our vision. In this video the image that is repeated is Daniel Powter on the piano. Although there are many other scenes to this music video during the chorus it always cuts back to him playing the piano.  This is a good example of an amplyfied music video as after viewing the video, it becomes the most memorable part of the video. 

Contradicting - Muse Feeling Good

A contradicting relationship is when the song meaning is completely ignored. This is usually done to either emphasise on another meaning or to be more creative. A good example of a contradicting relationship in a music video is Muse's music video to "Feeling good". The song is about feeling good on a sunny day where as in Muse's video no one appears to be feeling good; everyone has a blank expression throughout the whole video. This is a good example of a contradicting relationship as the video practically expresses the opposite to the song.

Another stereotypical characteristic that Goodwin believed was evident in music videos is that the record labels demands will include the need for lots of close ups of the artists and that the artists may develop motifs which recur across their work. 

The 1975 - Sex

A good example of this is the band The 1975. The 1975's video to "sex" is in black and white. This visual style has became a motif to the band as this visual style is used in many of their other videos. Their videos also contain many close ups, particularly of the lead singer Matty Healy. The editing switches between close ups of him singing to long shots of the whole band. By using many close ups of the frontman of the band it appeals to the audience. 

Another stereotypical Characteristic that Goodwin believed is that music videos contain frequent reference to the notion of looking which can be evident in a number of different ways. Such as showing the artist looking at their phones/tvs, looking through telescopes and in particular the voyeuristic treatment of the female body. 

Busted - Air Hostess

A good example of where the notion of looking is present in a music video is Busted's video to Air Hostess. Throughout this video the "male gaze" is used frequently when the band members are checking out the air hostess. This is a good example of the voyeuristic treatment of the female body in regards to the notion of looking as the band members are looking at her in a sexual way, rather than looking at her face when shes talking they're looking at her breasts. 

The last stereotypical characteristic that Goodwin believed about music videos is that there is often an intertextual reference to other medias such as film.tv, other music videos etc. This is either done in a way that mocks the over video or a way thats just to have fun.

A good example of this is the Wanted's music video to their song she walks like Rihanna. The title itself is a intertextual reference at it refers to the female artist Rihanna. This video is a good example of intertextuality as constant references are made throughout the video. In one scene they are sitting near a car in dim lighting which is a recreation of the "back for good" video by Take That. Many of the shots from this video are recreations of the shots from Take That's video. For example there is a particular scene in both videos where water is seen traveling down their face. Also the same dull colour scheme is used.Both videos also have also been edited in the same way, as both use mainly slow motion shots.