Music Video Techniques

Goodwin's Theory

Andrew Goodwin identified 5 key aspects of music videos that the audience need to look out for.

Music videos demonstrate genre characteristics

Goodwin realised that with certain genres of music came certain types of music videos, for example rock/metal groups usually have a performance video in an unusual location and girl/boy bands also often have performance videos but usually with a dance routine. The two videos I have used back this theory up.

Little Mix - Wings

The Wombats - Jump into the Fog

A relationship between the lyrics and visuals

This is when the visuals and lyrics in a music video are similar, there is no real story line just visuals that are often created in special effects that are the same as the lyrics being used. It can also emphasis the lyrics used. This happens a lot in Hip-Hop/R&B music videos. This happens a lot in the examples I have used.

I Can Transform Ya - Chris Brown (feat. Lil Wayne)

Good Life - Kanye West (feat. T-Pain)

Multiple Close ups of Artist or Main Vocalist

A lot of music videos have close ups of the main singer, this makes the audience feel it is aimed at them directly. This is used with women artist more than male artists and it makes them more desirable.

What Do You Take me For - Pixie Lott (feat. Pusha T)

Fix You - Coldplay

Fast Editing

Some music videos use fast edits and a lot of quick cuts to make the viewers watch the video more than once so they understand what is going. These are mostly used in songs with a similar fast paced tempo. 

Miami to Ibiza - Swedish House Mafia (feat. Tinie Tempah)

Can You Hear Me - Wiley (feat. Ms. D, Skepta and JME)

Digital Effects

Sometimes music videos use special effects or CGI to make an enjoyable and memorable music video that viewers would be willing to watch a multiple of times.

ET - Katy Perry (feat. Kanye West)

Earthquake - Labrinth (feat. Tinie Tempah)

Intertextuality 

Intertextuality is used to make the audience feel a sense of achievement and fulfillment as they can point out features that they recognise in the video.

Telephone - Lady Gaga (feat. Beyonce)

We Made You - Eminem