GENERIC RESEARCH-Andrew Goodwin's theory

What the theory is:
Andrew Goodwin's theory states that Music videos are essentially advertisements, so ignore common narrative
As the consumers, we make up our  own meaning of a song in our minds
A music video can also anchor meaning and give the record company/artist a method of anchoring meaning

The 5 key aspects of a music video- according to Goodwin
1)links between Music and visuals
2)Links between Lyrics and visuals
3)Genre characteristics
4)Intertextual references
5)Notions of looking
6)Voyeurism
7)Demands of the record label
8)Performance bases, narrative base and concept based music videos

Links between Music and Visuals
The links vary depending on the general genre of the music but also because of the page & rhythm of the music
e.g. speed of video could effect what we see, such as an upbeat rhythm being accompanies by a dance video

I will definitely follow this with an upbeat rhythm accompanied by actions and movement- e.g. cycling/running

Links between Lyrics and Visuals
This is where the lyrics of the music will have to make some kind of reference to the visuals of the video
The visuals will reinforce the meaning of the lyrics and will aid the viewer in their understanding of the lyrics

the words 'wake me up' will be in a literal and physical sense with the actress physically waking up but also waking up to the environmental problems surrounding them.

Genre Characteristics
This is when Music videos include particular characteristics in their videos which are specific to the genre of music that they are

I will use the a hybrid of the sub genres  'narrative and performance, in order to construct my music video

Intertextual references
When the music video is influenced by cultural references
These can be symbols to represent ideas to the audience

I will try to reference as many as I can in my music video

Notions of looking
When the audience is meant to feel involved with the video, when the artist does things, like look directly into the camera
Props can also be used in notions of looking, such as when the artist looks into a mirror or something similar

I will include this by having the artist Jude on the TV screen or the actress Joanna looking through the mirror. Also when the artist is in a dream bubble

Voyeurism
This is where a women is objectified by the use of camera shots in order to give pleasure to a male audience
E.g. Through camera shots which linger on the body as oppose to going directly to the face

I won't be including this aspect, despite my main actress being a women

Demands of the Record label
This is where the music video is altered in order to match the criteria of what the record label wants to appear in the music video
Either major or simple demands

Within my music video, I will have to adhere to the demands of the record label- Sony music

Performance based, narrative based & concept based music videos
Performance based
when the video is made up of a variety of shots of the band playing the music, or rapper performing their song
Could include all elements of the band
allows video to predominantly focus on artists themselves

Narrative based
When video has a story-line which runs through the video

Concept based
When lyrics focus on a particular idea
This concept could be one which features in the song lyrics or completely random and just important to the artists

I want my music video to be a combination of all 3 of these elements

GENERIC RESEARCH- the kids don't wanna come home case study

CONTEMPORARY CONTEXT-key players of the music industry

CONTEMPORARY CONTEXT- sony music

What is it:

Sony Music UK is owned by Sony Music Entertainment in the UK
It is the 2nd largest of the 'Big three' record companies, behind Universal music Group and ahead of Warner Music group

Success:
2014 saw Sony's best singles success for 33 years, with 11 number 1 singles
In 2015 BRITS- Sony Music artists won a total of 5 individual awards
This performance was label's best in nearly 20 year's
In 2017- Sony Music won 7/11 of the awards

Distribution
Sony Music UK also incorporated the independent sales & distribution company Essential music and Marketing
and in August 2016- acquired Ministry of Sound recordings

More info about it:
it is a global recorded music company, that has a broad variety of local artists and international superstars
Its catalogue contains some of the most important recordings in history
It is a wholly owned subsidiary of Sony corporation of America
Jason Iley is the chairman and CEO of Sony music

INDUSTRIAL CONTEXT- A brief history of music videos

The early era of music videos was in pre- 1965

1927- The Jazz Singer

The first film to sync audio & image.

For the  first time people could see a music performance which wasn’t live!

1930- Crying for Caroline by Spooney melody

They were first to introduce concept of short-films , mixing live-action footage of the performer

1958- Le poinconneur des Lilas (Scopitone)

Newest gadget was the scorpitone



During 60’s, jukeboxes  popped up all over bars & nightclubs around Europe and the USA

With film technology and 16mm being cheaper & more accessible and growth of broadcast TV

Rise of pop culture in late 60’s and early 70’s- was time of exploring new phenomenon's to promote the artist
1965- We can work it out (Beatles)

First music video to be broadcast on the TV

1966- Subterranean Homesick blues (Bob Dylan)

First lyric music video, with the artist holding up hand-drawn lyrics, a key video that influences modern takes if intertextuality.


1968 to 1974 was the era of experimentation in Film

1974- Bohemian Rhapsody


1981- The first music video ‘Video killed the radio star’ was aired on MTV, where it prophesizes the impact music videos will have on the industry

Music videos now became the main platforms for new artists to gain attention & consolidated artists to show their latest works


From 1992-2004, came the rise of directors

Where a whole new breed of young & talented directors expressed  their vision



The YouTube Era- 2005 to present day

YouTube became home for artists & directors to explore new concepts and reach out to a worldwide audience

In the mid 2000’s- low budget music videos started to go viral & ideas that weren’t possible to be broadcast before started appearing in music videos

With prices of digital cameras declining & quality of images increasing- Indie filmmakers could produce images similar to blockbuster movies

There was an explosion of music videos

AUDIENCE RESEARCH- conducted survey

AUDIENCE RESEARCH-focus group

AUDIENCE RESEARCH-demographic engagement