Thursday, 16 July 2015
Wednesday, 15 July 2015
Music Video theory: Andrew Goodwin
Andrew Goodwin says that Music Promos (Music Videos) interpret the lyrics to songs in many different ways.
Music Videos usually come under one of three types of Promo all based on synaesthesia:
Amplification is when the theme or emotions evoked by the lyrics are used to create a narrative within the promo that doesn't illustrate what is being said exactly. An example is Twenty One Pilot's "Stressed Out" whereas the lyrics relate to what's being shown however the narrative is interesting and fun when it would've been dull if it had been illustrative. These are best as they have narrative that is interesting and can be just as powerful as the lyrics, and also usually have less restrictions on what can be created.
Disjuncture is when the lyrics and Promo are completely unrelated with no narrative, just some form of abstract imagery. This is used in Patrick Stump's "Spotlight" where the lyrics don't match to the imagery of people who have skills and are showing off them. Disjuncture is good for creating extremely interesting and vibrant videos even though they don't relate to the song completely.
He also says how Music Videos often represent the common conventions of their genre. For example a rock/metal video will often feature areas of performance such as Mallory Knox in their video Wake Up, or a Rap video will feature money and women. This illustrates to the audience what kind of genre they are watching alongside the music, especially if it is a blur between two genres.
Music videos can also be intertextual, whereas they show links to other media in pop culture. A great example is the song "Hey Mama" whereas the narrative resembles films such as Mad Max. These are interesting as they give context to the audience and make the video more enjoyable if they understand the reference.
Lastly he describes star quality, whereas the star(s) of the music videos have a star quality that makes them memorable, usually a common themed style such as with Lady Gaga, Patrick Stump or Twenty One Pilots. This gives their fans a common theme to look for in the artists videos and gives familiarity to them.
Music Videos usually come under one of three types of Promo all based on synaesthesia:
- Illustrative
- Amplification
- Disjuncture
Amplification is when the theme or emotions evoked by the lyrics are used to create a narrative within the promo that doesn't illustrate what is being said exactly. An example is Twenty One Pilot's "Stressed Out" whereas the lyrics relate to what's being shown however the narrative is interesting and fun when it would've been dull if it had been illustrative. These are best as they have narrative that is interesting and can be just as powerful as the lyrics, and also usually have less restrictions on what can be created.
Disjuncture is when the lyrics and Promo are completely unrelated with no narrative, just some form of abstract imagery. This is used in Patrick Stump's "Spotlight" where the lyrics don't match to the imagery of people who have skills and are showing off them. Disjuncture is good for creating extremely interesting and vibrant videos even though they don't relate to the song completely.
He also says how Music Videos often represent the common conventions of their genre. For example a rock/metal video will often feature areas of performance such as Mallory Knox in their video Wake Up, or a Rap video will feature money and women. This illustrates to the audience what kind of genre they are watching alongside the music, especially if it is a blur between two genres.
Music videos can also be intertextual, whereas they show links to other media in pop culture. A great example is the song "Hey Mama" whereas the narrative resembles films such as Mad Max. These are interesting as they give context to the audience and make the video more enjoyable if they understand the reference.
Lastly he describes star quality, whereas the star(s) of the music videos have a star quality that makes them memorable, usually a common themed style such as with Lady Gaga, Patrick Stump or Twenty One Pilots. This gives their fans a common theme to look for in the artists videos and gives familiarity to them.
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