I have decided to analyse professional music videos using Goodwin's theory of music video to help come up with ideas for my own video. There are 5 parts to Goodwin's theory. Genre Characteristics deal with what would be expected to be present in a music video based on the genre the track belongs to. Relationship between Lyrics and Visuals is when the video shows what is being said in the lyrics. Relationship between Music and Visuals is when the video matches the music being played, for example the pace of editing matching the tempo. The Demands of the Record Label are present when close ups of the artist are used to advertise the artist. Intertextuality is used to reference other media in the video.
I then applied Goodwin's theory to three music videos below.
Adele- Chasing Pavements
Is an example of Dysjucture as the video has elements of a mini film
The main element of 'Chasing pavements' from Goodwin's theory of music video is intertextuality. It is clearly based on a relationships and the downfalls that can lead to decisions of a break or resolution as there are constant references to people being torn apart through the use of editing which entertains the audience and ensures that the video is memorable. Lots of fast cuts are used in keeping with the tempo of the music and the cuts . The demands of the record label are met as lots of close up shots of the artists are used which would help to familiarise the audience with the artists although they are not in costume nor are they performing.
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