Monday, 19 September 2016

Andrew Goodwin's theory

Andrew  Goodwin  came up with a theory that everyone expects to see 5 different elements in a music video these 5 things are;- 1. Thought beats- seeing the sound 2. relationship between narrative and the performance 3.Stars trade marks   4. multiple close ups of the main star 5. Technical aspects; these 5 elements are all very common in music videos. 
    The first element is thought beats this is when the shots changes on everyone few beats on one specific beat each time this is effective to making the video flow more. an example where this has been used effectively in an music video is 'into you' by Ariana Grande this video is slow starting and uses thought beats in the beginning part so that the audience starts to picture the different shots, this helps to add to the beat and make the beat more noticeable to the audience. 




The next feature of a music video is the relationship between narrative and performance this is when the this helps to add to the make the video flow through the different scenes because it allows the two different elements seem similar and work together better a video where this is effectively shown in Beyoncé best thing I never had, this shows the difference between performance and narrative as she swaps between the two and still makes the video flow well.
 

  The third element is the star trade mark this is where the artist themselves have one thing which they are known for and everyone is able to identify them from this trade mark one very key example of this is Sia she hides her identity to make sure that people listen to her for her music rather than her image; she is either seen in a wig which covers her face fully, she also has a young girl who dances and wears a similar wig so that the trademark is carried on this is shown in the music video is chandelier the young girl as the actor with the statement wig on.

   The next element is the close up of the main star this allows the audience to feel like they know the artist more as they get more up close and personal shots of the artist this is something to make the audience feel more engaged in the video; this is used very well in the music video send my love by adele this is a very simple video with only a black background with adele being the main focus they zoom into her face very regularly to make the video feel more intimate.


   The last element which should be present in a music video is the technical aspects this will allows the video to look more professional and often makes the video work/flow better as a whole. one video which is a very good example of this is Justin Bieber -what do you mean this uses the editing to make the video more interesting and engaging some elements they had added was the shot changes theses were very quick making the video fast pace another element is the different effects added on this allows the video to be more interesting as it gives the audience more to look at.





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