Research : Applying Goodwin To A Contemporary UK Music Video

•  Music videos demonstrate genre characteristics.(e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop). 

What is the genre of the music video you have been allocated?

- This genre is pop.

What are the associations with this genre of music generally?

- The associations are well made/'beautiful' artists, with the centre of attention on the artists as it is more likely for a pop singer to be a celebrity compared to an indie singer. Also in pop often features dancing within the music videos due to the style of the music composed. This is done to create an uplifting atmosphere and getting people to dance. This need is further encouraged through the dancers in the background and foreground, as well as the artist himself, who stands as the focal point in the video almost mimicking Elvis Presley's iconic dance moves, representing pop once again.

Does this music video reinforce the expectations of this genre? 

- Yes, because Willy Moon is show to be well dressed, flawless and the centre of the audiences attention with the majority of the lights on him, centre screen and in front of all the mirrors, so when he isn't physically in the shot, his reflection will be. The artist is also on a podium replicating iconic Elvis Presley dance moves.

• There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrative, amplifying, contradicting). 

Describe the content of the music video - what happens?

 - The music video starts looking into a darkened mirror and then zooms out so you get the artist. The dancers then come out before the singing starts and there choreographed dance moves contrasting against the artists dancing, putting more attention onto Willy Moon. Also the black outfits of the dancers -who also have bland hairstyles - contrasting against the well lit, blue suited Willy Moon.

What is the relationship between the lyrics and the visuals? Is this a music video

which illustrates, amplifies or contradicts the lyrics?

- The visuals and the lyrics don't really have a relationship as the video is more about the artist and the dance. Therefore this music video contradicts as it has no relation to the lyrics.

• There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music. (either illustrative, amplifying, contradicting). 

What is the relationship between the music and the visuals? 

- The music and the visuals link up, so as a certain beat starts Willy Moon's movements and that of his dancers - match up so the movement matches the beat. So all dancing in the music video matches the rhythm of the song. Also the lighting dims and the brightens back up on certain beats, so that the lighting visuals also match the music. 

Does the pace of the editing reflect the pace of the music? What kind of atmosphere is

created through the visuals and is this in keeping with the tone of the music? 

-  The editing sometime matches the beat in some parts and in others it blends with the singing, reflecting the overall pace of the music . The atmosphere created by the visuals is a very flashy, organised chaos. This keeps in tone with the music because

Is there any lip-syncing used? How much? For which sections of the lyrics? Why?

- Yes, Willy Moon is shown to emphasise every lyric, especially on the close ups where his mouth is more clearly shown. This is also a constant throughout the video and is something that can be seen in every shot the artist is in. There is also more emphasis on the chorus and the bridge, so that the audience pays more attention to those lyrics and gets them stuck in their heads.

• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

How is the artist promoted through the use of the camera in this music video? 

- The artist is shown to be well dressed, well made up and somewhat flawless in the video, so the camera angles add to this image. 

How much screen time does the artist have? 

- The artist has screen time for the majority of the video, only changing for him to the dancers sometimes. However, when the camera is on the dancers the reflection of the artist can be seen in the mirrors. Showing that this music video is selling the artist as the product.

What types of shots are used when the artist is on screen and what purpose does this

serve?

-  There are a lot of close-ups and extreme close-ups on the artists face, this is to get the audience to recognise the artist and force his image to be everywhere. There is also use of mid-shots, to show what the dancers or the artists is doing with their arms and hands within the dancing.

• There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body. 

Is there any evidence of 'looking' as described above? What purpose do you think this

serves?

- Yes there are mirrors placed around the podium that the artist stands on. This could represent image, which is an important selling point for pop artists, also as it say in the lyrics 'Tryin' to doubt my style?'. However, it could also be to make sure that the artist is shown in all shots, even if he's not physically in them, as his refection is shown in all of the mirror as he is in the centre and the focal point.

 

• There are often intertextual reference (to films, tv programmes, other music videos etc).

 

Are there any sections or elements of the music video which remind you of other media texts or of other artists?

- Yes, Willy Moon's dancing reminds me of the iconic dancing of Elvis Presley