Evaluation Question One

Goodwin’s Theory Applied to my Music Video

1. Music videos demonstrate genre characteristics.

Each genre holds it's own characteristics, which we use to define them as being in one genre. For example, many heavy metal and rock music videos feature stage performances such as Slipknot's video for 'The Nameless'.

My music video stuck to the general characteristics of an alternative rock video by including a studio band performance as well as a narrative. The genre was also shown through the band’s costumes and the use of instruments during the performance.

2. There is a relationship between lyrics and visuals.

There is a similarity or direct contrast with what is shown in the video and the lyrics of the song.

Generally I wanted it to feel like the lyrics of my song were being said by the character’s eating disorder, trying to take over her body.  Although I may not have directly matched lyrics with every instance in the video, I think that the lyrics relate really well to my narrative.

3. There is a relationship between the music and visuals.

The visuals in the video may be edited in time to the beats or rhythm of the song. An example is the opening to 'Empire State of Mind' by Jay-Z and Alicia Keys.

The editing of my music video was largely done so that it was in time to the music. I purposely made cuts on the beat. An ideal example is the flashes of my character tearing up a magazine on the two beats during the climax of the track.

4. The demands of the record label will include the need for lots of close ups of the artists.

Ultimately record labels want to sell their artists and the best way of doing this (especially with female artists) is to show them throughout the video, usually in a provocative fashion. A great example is many of Rihanna's music videos.

This technique is a lot more common with R n B artists that it is with alternative rock artists, however I still included plenty of close up shots of the band during their performance – especially the lead singer.

5. The artist may develop motifs, which reoccur across their work (a visual style).

You may recognise certain characteristics throughout a number of the artist's music videos. This may be shown with their dress, attitude, gestures or camera work, editing and lighting. A lot of music artist's videos are directed by the same person each time.

As I only have one music video to go on, I cannot comment on a motif running through videos. However, I made sure that the band’s style and genre was continued throughout my music video, band website and magazine advert.


6. There is frequently reference to notion of looking.

Often shown with screens within screen, looking through telescope; most commonly however, the voyeuristic treatment of the female body. 

This is a very obvious factor to comment on, due to the narrative in my video. There were plenty of voyeuristic shots on my character and the media texts she looked at during the video.

7. There is often intertextual reference.

Sometimes you will recognise the lyrics or visuals referring to another text within it. The reference to Rebecca Black's 'Friday' in Katy Perry's video for 'Last Friday Night' is a great example, as well as the appearances from other celebrities.    

There were no really obvious intertextual references in my video. However, I did put a lot of focus onto fashion and glamour magazines and their models. During filming I also took some footage of my actress watching ‘Britain’s Next Top Model’ on television, though this didn’t make it into the final cut of the video.