Unit 29 Andrew Goodwin's theory - Notes for Assignment 1 and 2

For Assignment 1:
The purpose of music videos:

1. Promotional-Sell the song and invoke a reaction so that the audience remember the song. To give the audience a better understanding. To entertain and show of artists talent. To sell CD's, DVD's and downloads by creating memorable visuals. Marketing for the purposes of exposure and expansion of the artists profile.
2. Extension of income- Music videos can help to promote a band or artist. Artists are remembered years later because of their music videos.
3. Extension of outlets ( music channels, DVD and Cd sales, Website and downloads)- In the past music videos would be shown on music channels such as MTV.  Labels work with MTV to get as many sales on that music video.
4. Synergy-  Where two areas of media work together. SO a film scene may feature in music video. It is also known as product placement in videos.
5. Producers Strategies( major label and independent)

Major label:

Independent:

Selling an Image:

Gangnam style has a lot of product placement, the music video shows Japan, A car park,  A beach and a Meri go round, as well as a river. The product placement symbolises marketing and advertises locations and sites swell as products, therefore PSY music video is advertising these many locations to promote people to go there but also watch his video.

For Assignment 2:
Styles and Conventions of music videos:
Andrew Goodwins theory of music video states that all music videos contain either some or all of these elements.

1. Have a link between visuals and lyrics ( compliment, contradict or amplify)

2. Have a link between visuals and music 

3. Have a certain genre characteristics

4. Have intertextual references

5. Contain notions of looking

7. Show voyeurism ( sexual pleasure from watching others)

7. Include demands of the record label

8. Whether the video is performance, narrative or concept based.

Analysis Of Back to Black By Amy Winehouse:

Lyrics and Visuals:

The song is based on a funeral which is taking place and the black and somber colours represent darkness in the song. The lyrics say,' Going back to black', shows that Amy has been to many funerals and it is that time again to put black clothes on to pay her respects.

Music and Visuals:

The men standing by the cars waiting to take the families to the funeral go with the words ,' I have a troubled track', because Winehouse had a drug addiction which shows if she carries on taking drugs she will end up in a funeral car.

The trumpets show that the orchestra will be playing a farewell song as a sign of respect to the person who is leaving the world and going into another world. The trumpets symbolise respect as at most funerals the person who died will request for their favourite peace of music to be played.

Intertextuality:

There is no text during this music video, it starts off with Amy sitting on a couch and ends in complete darkness. Therefore, it does not show the music label she is assigned too.

Record company:

She is surrounded by all men, which shows that she is only into men and when she is in a relationship the male dominates and takes control. This is shown through the video which shows performance by all the men around her.

Representation of the Artist:

All her tattoos are on display in her videos and each tattoo represents a story for her, for example the two hearts show she was in a relationship with someone and displayed two hearts on her skin to show she loved him.

Her hair always stays the same in all her videos she has a special hair style and it never changes even after her death.

Notions of looking:

The characters in the music video are looking at Winehouse and following her lead which shows she is in charge and popular with all the male attention.

Genre:

Sadness with the theme of black and the funeral shows she is upset but angry at the same time because she throughs the rose at the coffin.

Lyrics and visuals:

"Me and my head held high" this shows she won't let the death get to her. When she says this she is sitting on her own in a living room in darkness.

Music and visuals:

The lip syncing and editing is all in sync with the music video.

Intertextuality:

The opening line says,' He' which conveys the song is about a man she loved.

Record company:

There are close ups on Winehouse, and she is also well known for her flicked eye liner which is shown in the close ups.

Representation of Artist:

These images represent that the artist has a certain style which is she has many tattoos and her hair is always the same and so is here eyeliner make up. This video portrays her style through the music video.