Sunday 12th September - Music Video Theorists/ Theorists

Music Video Theorists/ Theories

(adapted from essays on Music Video Theorists)

Andrew Goodwin

Goodwin identifies a number of key features:

1. Particular music genres may have their own unique, original music video style and iconography, this could be the costume, stage performance, dance routines etc.

2. There is a relationship between lyrics and visuals, this can be achieved by the visuals portraying the lyrics in a literal way, or maybe using symbolism to make the music video become more appealing, or contradiction could occur to shock audience (due to visuals on screen).

3. There is a relationship between music and visuals

4. The demands of the record label will include close ups of the artist and star iconography and motifs by occur, this would then, once established, be a part of their image and recur across their work throughout their career.

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference, to films, texts, programmes etc. Some members of audience will not identify this, however some will, which will then maybe, due to the narrative help their understanding of the video.

Inoculation or Culmination Model

This theory doesn't specifically apply to only music videos but this theory suggests that long-term exposure to certain messages in media, like violence, drugs, etc. will eventually make the audience immune to the shock, therefore they are more likely to go out at commit crime, take drugs, be violent ect.

This model, has been criticised, due to the fact that, most of the time certain violence, drugs, and possibly sexual videos are done to educate an audience, or they fit with the song lyrics, which if the artists are dealing with controversial topics like those above, they usually contain a powerful message or moral by the end of the track.

In our music video we are going to try to avoid using controversial topics, however we will, due to the narrative, imply domestic violence or mental manipulation, however in these sections we will make sure physical violence isn't filmed.

Star and Stardom

The term "star" refers to the connotations and meaning surrounding the artists, specifically created to sell the artist to a large and loyal audience.

Below are some common values of music stardom:

1. Youthfulness
2. Rebellion
3. Sexual Magnetism
4. Originality
5. Creativity/talent
6. Aggression/anger
7. Conspicuous consumption, of sex, drugs and material goods
8. Success against the odds

Richard Dyer - (irrespective of the medium, stars have some key features in common)

• Star is an image, not a real person that is construed
• "Stars are commodities produced and consumed on the strength of their meanings"
• Stars depend on media, such as TV, magazines, radio and Internet in order to promote themselves to their target audience
• The star is made up of meanings which are relevant and attractive to their target audience
• The star image is incoherent, that is incomplete and ‘open’.

Making a Video - Linda Heyman

Video URL: http://www.youtube.com/watch?v=7R2igAxm-Dg

Music Video Director, Lindy Heymman gives you a run down of making a music video