RESEARCH - Andrew Goodwin's Theory

Andrew Goodwin believes that traditional narrative music videos do not apply to pop music videos; this is because pop music is very repetitive and often repeats videos as the chorus or lines are repeated. However, some music videos provide pleasure to the audience that encourages repeated viewing; promoting the music/song. The music video also contains the artist which will often look into the camera which reaches out to the viewers, which create fans. For example ‘One Direction – That’s What Makes You Beautiful’, girls fall at their feet as if the boys are singing about them (viewer) as they watch the video.  Also, some music videos maybe promoting other aspects of media such as: films, branding, etc.

All music videos are an Illustration, Amplification or Disjuncture. What do these mean?

• -          Illustration in a music video, is simply narrating what is being said in the lyrics by the artist. Also, uses dance or digitalisation to express mood of song.

• -          Amplification in a music video is when the video adds on more in-depth meaning to the lyrics but do not contradict.

• -          Disjuncture in a music video is when there is little connection between video and lyrics and the video contradicts the lyrics. 

EXAMPLES:

Illustration ‘Owl City – Fireflies’ http://youtu.be/psuRGfAaju4

‘Fireflies’ is a great example for an Illustrated Music Video, as the lyrics that are being said by the artist are then reflected in the atmosphere (bedroom) he is in. The songs genre is SynthPop and the music video makes it really catchy with the different lights and ways to illustrate the lyrics. For example, the robots eyes flash in the rhythm of how the beat and lyrics are being sung, and also dances when said in the lyrics. As the artist sings the words “keep them in a jar” the video clearly shows a jar of fireflies which indicate that it is an illustration. Also, as the lyrics are being sung they come up on a type speak toy. The artist is the narrator as when he sings the lyrics the video reflects what is being said, he is also the participant as he turns on the buttons on the keyboard, such as ‘magic’ which then we see all the lights turn on and toys come alive in the beat and rhythm of the song. However, he is also the performer as we see him on the keyboard. As it fades out the toys turn off and the type speak toy says goodbye and a letter deletes till blank in time with the music which is very catchy. 

Amplification ‘Adele – Chasing Pavements’ http://youtu.be/08DjMT-qR9g

‘Chasing Pavements’ music video is an example of Amplification, as the lyrics that are being said are being amplified and are shown into greater depth than the words express. The genre of this song is soul, and is very moving. The music video is an enhancement of the words being sung which has a bigger impact on viewers. Adele plays the narrator and observer which shows the genres mood doesn’t contain dancing of high spirited rhythm. The lyrics are clear that the song is about love and heartbreak and clearly shows that within the music video. For example, there is a car smashed against a tree which shows there had been an accident, metaphorically speaking; a car crash in a relationship. We know this as there is a couple on the pavement. As the lyrics are being sung “should I give up or should I just keep chasing pavements” the couple are reunited and show they are happy and as the lyrics are repeated and Adele sings “should I give UP” emphasis on the UP as the man in the relationship lifts the girl up which is illustrated but more in depth amplified story. When she sings “leads nowhere” the couple then go back to their injured state which resembles heartbreak. There is a part where a shadow appears to the girl and the male finds a note which resembles she had cheated on him, which indicates what the love and heartbreak is about. This helps audience understand and reel them in, relating to themselves in their own love life. Tugging on those heart strings! Near the ending of the song becomes more upbeat and happier as we see the couples dancing then slowly falls apart and are separated on ambulance beds. 

Disjuncture ‘Radiohead – Karma Police’ http://youtu.be/9Ay699qcSb4

‘Karma Police’ shows disjuncture throughout the music video. The lyrics made very little connection and did not make sense according to the video. The music video shows a car driving and ahead a man appears running and the singer is in the back seat singing which is a little strange as we are not sure who is driving or why it is chasing a man? We also see the artist at back seat singing however, does not make direct eye contact with the camera/viewers. It goes off topic to the meaning of lyrics and the video does not link to lyrics at all. It then ends with the man running setting fire to the gas that leaked from the car and the car goes on fire and there is no artist at the back seat as the lyrics are sung “ I lost myself”.