In the book 'Dancing in the Distraction Factory', Andrew Goodwin defines what he feels are the characteristics of music videos. His idea consists of six key conventions that music videos have. These are: genre characteristics, relationship between lyrics/visuals, relationship between music/visuals, visual style of artist, voyeurism of female body, and intertextual references.
Goodwin's first point made was that music videos demonstrate genre characteristics. This means that different genres of music are likely to use certain key conventions within their videos. There are many examples of this and I will start with a video from the metal band Rage Against The Machine. As this band is in the metal/rock genre, then it is likely for them to have live footage of them playing which is what is included in the music video. Various concert footage is used, with shots showing them playing in front of hectic crowds. This video can be seen below. Another example of genre characteristics would be from the pop girl group The Pussycat Dolls. Girl groups will often include a dance routine within their videos and wear very little. This can be seen in one of The Pussycat Dolls' videos below.
Rage Against The Machine - Killing In The Name
Rage Against The Machine - Killing In The Name
The Pussycat Dolls - Buttons ft Snoop Dogg
Music videos can have a relationship between the lyrics and the visuals. Most commonly this is done by using a set of images to illustrate lyrics. When an artist sings about something and they are seen doing it at the same time in the video, this is illustrating lyrics. In the video below, by Nelly Furtado, it shows her singing ''I'm like a bird, I'll only fly away'' and then she is actually seen flying away whilst singing these lyrics. Another use of visuals within a music video would be to amplify the lyrics. An example of this would be in Miley Cyrus' music video Wrecking Ball. When she sings the words ''I came in like a wrecking ball'' she is seen on screen literally sitting on a wrecking ball swinging about the screen. This is actually a metaphor for her crashing into a situation, so the action amplifies the words she is singing.
Nelly Furtado - I'm Like A Bird
Miley Cyrus - Wrecking Ball
Another relationship within music videos would be between the music and the visuals. An example I have decided to use is the song American Idiot by Green Day. The music matches the visuals as it shows the band performing the song and is synched together so that they are both in time with each other. As the guitar is heard playing, it is also seen on screen; this is also done with the drums, bass, and vocals. Some parts, though, are played in slow motion whereas the music stays the same speed; this is contradicting what is heard as the song is fast but the movement is slow. This is done, in some parts of the video, to capture the movement of the band which shows it needs to be slowed down because how fast they are doing it. As song builds up and gets into the chorus, the pace of editing matches and shots are cut together quickly. Strobe lighting is then seen and paint is seen to explode all over the set. The exaggerated visuals relate to the music as they get more exciting when the music also does.
Green Day - American Idiot
Star image is seen to also be a convention of music videos. Multiple shots can usually be seen of the artist which gives them an image. Close up shots can be seen of their trademark looks which helps define them and make them memorable. They can also be wearing/doing something in particular in a video and this can become a trend for the viewers. An example I have used of star image is in the music video Happy by Pharrell Williams. The first shot is of the singer and he is seen dressed rather smartly walking down an alleyway. The shot then cuts to another person walking down the street and dancing. Many other people follow, with Pharrell being shown at various times throughout the video. When he is shown, he is seen to be wearing a selection of extravagant shirts/clothes which allows him to be recognisable. Close ups are seen of him in his outfits which give him a star image and persona. Viewers then copy his style of clothes which creates a connection between him and his fans.
Pharrell Williams - Happy
Andrew Goodwin also states that voyeurism is a convention of music videos. It visually entices audiences and is often in relation to females, although can also be voyeurism of males. Women can be seen dancing around a male singer, or a female singer herself could be dancing the entertain the male viewers. An example I have decided to use to show this is in the music video of Blurred Lines by Robin Thicke, T.I., and Pharrell Williams. In the video, women wearing skimpy clothing are seen throughout and can be seen dancing around in a provocative manner. They are seen dancing to the men within the video, which tells the audience that she is dancing for the males' entertainment. These women are also used to entertain the viewers as they are dancing in an explicit way in very little clothing.
Robin Thicke - Blurred Lines ft. T.I, Pharrell
Finally, intertextual references are used within music videos which is when the media references another media text. Many music videos use television programmes or films as a starting point to creating a music video. This can either be created by copying the style of the media text they are looking at, or in a parody style. An example I have used to show intertextuality within a music video is the song Buddy Holly by Weezer. It's set in the style of the television sitcom Happy Days in the mid 50s. The video shows Weezer performing at the original diner in Happy Days, and also uses references to the sitcom at the beginning. Some actors from Happy Days make a cameo in the music video too, such as Al Molinaro, Henry Winkler, and Anson Williams.
Weezer - Buddy Holly
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