By Noreen Abdallah

INDEPENDENT WORK
MUSIC VIDEO THEORIES
Andrew Goodwin:
Goodwins theory states that the lyrics
of a song are shown physically in
music videos. The link is shown
through either a narrative linking to
the lyrics or even with physical
objects.
The atmosphere of the music video
also reflects the emotion/feel of the
lyrics
He also believes that the genre
characteristics are shown through a
music video, e.g. most metal videos
consist of stage performances.
Another aspect of his theory is that
women are seen as objects almost as
if they are selling them to an
audience, using their body and
appearance to attract them.
Men and women are portrayed in
different ways, men being the ones in
control, violent etc. Whereas women
are sexualized, shown as weak or
objects. However this differs
depending on what type of music
video it is (genre).


Sven Carlsson:
Carlssons theory consists of three different
types of music videos which can also be
combined into one video: A narrative video, a
performance video and a conceptual video.

Narrative videos tell a silent story with the
music playing in the background along with it (
the lyrics relate to the narrative)

Performance videos this type of video mainly
focuses on the actual artists almost
advertising them to their fans. There are three
things which can be performed in this type of
video: A dance, song or an instrument could
be played.

Conceptual videos - without a narrative in the
video, things such as surroundings and
scenery could be used instead of using the
artist on screen. The artist may be seen for a
brief time but mostly their song just plays in
the background.




Richard Dyer:
Dyer proposes that: A star is an image
not a real person that is constructed out
of a range of materials (e.g. advertising,
magazines etc. as well as films [music]).

Richard Dyers Star Theory is the idea
that icons and celebrities constructed
by institutions for financial gain and
target one specific audience/group of
people.

This persona of this star is a fictional
identity thus making the star not
restricted to musicianship, many
STARS introduces new things many
bring fashion trends, popular phrase to
consumers.

1. The making of a start
2. Constructions
3. Audience and Institutions
4. Hegemony (Cultural Beliefs)
5. Character and personality
ANALYSIS 1
Ed Sheeran The A team https://www.youtube.com/watch?v=UAWcs5H-qgQ&feature=kp

This entire music video is shown in black and
white, which allows the audience to get a feel of
the female characters life and the fact that it
consists of no color and is rather dull. Throughout
the video the artists (Ed Sheeran) is not shown
except in one particular scene, where the female
character is trying to sell magazines and Sheeran
approaches her when no one else does, to buy one
and sits down with her for a while. This gives a
positive representation of what the artist is like,
kind and caring. It also portrays him as the sort of
person who doesnt judge a someone for who they
are or what they look like, in this case the
character he interacted with was a prostitute who
many people would have just avoided.

Part of the chorus go as followed And they say
shes in the class A team. Its too cold
outside for angels to fly. The A team referring to
the class A drugs the girl in the video takes. The
word angels is also used in the chorus however
no angels are shown in the video, though the
word is still shown through things like the name of
the station the girl stands outside of and a sign
saying Improving the Angel. This has reference
to both Goodwin and Carlssons music video
theories. I feel this music video is a mix between
narrative and conceptual.


ANALYSIS 2
John Newman Love me again https://www.youtube.com/watch?v=CfihYWRWRTQ

The video is performance narrative as it
shows the artist performing on stage as well
as there being a visual story along with the
video. Unlike Goodwins theory I dont feel
the lyrics relate to the narrative. The lyrics
seem to be talking about a relationship that
went bad, my understanding being that a
boy broke a girls heart, possibly by cheating
on her, whereas in the video the two
characters have only just met and are not
yet in any sort of relationship where one can
heart the other. The only reference I can link
between the lyrics and the narrative is that
they both involve love and romance.
The shot of a single person dancing in slow
motion in the spotlight, helps to transition the
song from a slow pace to a fast one.

By having the artist perform during his music
video, it advertises him to his fans and suggests
that thats how he may perform if you were
watching him live. The audience in the video are
all dancing along to the music which gives a
favorable representation of the artist, as the
audience members are enjoying themselves
which indicates his music is pleasurable and
entertaining.
ANALYSIS 3
Sam Smith Stay with me http://www.youtube.com/watch?v=pB-5XG-DbAA&feature=kp