Andrew Goodwin created the music video theory where by he believes that there are several characteristics of a music video. These characteristics include:
- There's a relationship between lyrics and the visuals
- There's a relationship between music and the visuals
- Music video should demonstrate the genre characteristics
- 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
- There is frequently reference the voyeuristic shots
- There is often intertexual reference
- Whether the video is primarily performance based, narrative based or concept based
In order to carry out research into Goodwin's theory I have analysed Eminem's music video 'When I'm Gone'. In this music video, there is a lot of evidence that supports Goodwin's theory. For example, when the music video begins it establishes what type of video it is. In this case of 'When I'm Gone', it is performance, narrative and concept based. Concept is firstly recognised when Eminem introduces himself at what appears to be an AA meeting and says "This is my life", this gives the audience the audience the idea that what Eminem is about to rap about is about his life experiences which works in such a way that it attracts the audience to want to watch the music video and allows them to therefore remember the music video, as it is something personal to the artist and also to the audience.Following the concept of the music video, performance shortly follows whereby Eminem can be seen rapping into the mic and then the camera shot and scenery changes to Eminem in a home environment showing his tattoo's, by having himself rap at this point in the music video it gives the video a sense of realism as it shows the artist is telling the story of the song and how it relates to him. Next, a narrative is introduced and this begins when the young girl is walking into a room. It can be seen that this music video is about Eminem's life style and his current or previous situation that he had going on in his personal life, by him making this music video narrative based it creates a story line for the audience and ultimately leads to more global success and views for the video as it is something that is personal to the artist and therefore, particularly fans of Eminem will be eager to see the personal video.Ultimately, this is conventional to a rap music video as it illustrates personal experience as the audience can relate to the artist and therefore allows a relationship to build between the two.
Throughout the 'When I'm Gone' music video the lyrics and visuals directly relate on a number of occasions to amplify the story that the song and video is telling. This rap begins with a rhetorical question 'Have you ever loved someone so much, you'd give an arm for' and then carries on to say 'Not the expression, no, literally give an arm for' where it moves to a mid shot of Eminem pointing at his arm full of tattoo's. This gives the idea that what Eminem is about to rap about is something personal and perhaps something painful as tattoo's are painful, therefore the use in linking this lyric with a visual for the audience allows the audience to realise that what is about to be spoken about in the rap is something of a really painful experience and personal to Eminem. This is conventional to a rap music video because it demonstrates a personal experience of the artist, and therefore builds a relationship with the audience as the music video gives a sense of realism. In my own music video, I would like to include something like what Eminem has. Though I would like to do a different genre of music, I see 'When I'm Gone' by Eminem as an inspiration as he shows a personal touch to his music video that conveys the idea to the audience that he is passionate about what he raps about, so much so he wants the world to see it. Therefore, in my own music video I would like to include a personal experience that goes hand in hand with the lyrics so that the audience get a better visual from my perspective and therefore be able to build a relationship with the characters in the music video.
Along side with the relationship between the lyrics and the music video, it is also important within a music video to make sure that there is a relationship between the music and the visuals. For example, in the 'When I'm Gone' music video, there is a fast yet steady beat in the track whilst in the video, the actions of Eminem and the actors within the video acting out the story of what the rap is about, are parallel to the beat of the track. There is a melodic beat to the song which allows the music video to have slow movements, this can be seen when Eminem is pushing his daughter on a swing in slow motion. This allows time for an emphasise on the movement and makes certains parts of the song stand out, as it alerts a high importance to the artist. This is conventional to a rap music video as it demonstrates important elements of the song that particularly stand out to the artist himself and shows the artist trying to connect with the audience more therefore building a relationship.
When analysing the 'When I'm Gone' music video it was clear that it demonstrated the stereotypical characteristics of a rap video. Rap video's will often have gold chains, baggy clothing, bandanna's and various other conventions, and these conventions can be seen throughout Eminem's 'When I'm Gone Music Video'. For example, when Eminem is rapping at the start of the music video he is wearing bandanna, a baggy top and trousers whilst being seated in a poor environment. This is conventional to a rap music video as it shows a personal element to it and shows elements of what the rappers life has been like, as it is often said that the beginning part of a rappers life is extremely poor and lacked in riches, so therefore by showing this in the music video 'When I'm Gone' it makes the music video personal to not only the artist, but also the artist.
'When I'm Gone' also demonstrates intertexual reference where by the relationship of father and daughter is shown and how the relationship is meaningful but also volatile as well as there being a sense of vulnrability. This is unusual in a rap video as because raps are usually up tempo and aggressive sounding, and so by having a sense of vulnerability to this video it goes against the audiences expectations. This can be seen when Eminem's daughter is walking towards Eminem with yellow cut out people and says "Daddy look what I made" in which Eminem replies "Dad's gotta go catch a plane" This demonstrates a sense of abandonment for the daughter as what she is saying is being disregarded by her dad. This works towards making the audience feel more sympathetic towards the video and the artist because it could be a metaphor for Eminem as he could have suffered that issue when he was younger, so this part of the music video could help to engage the audience further. Ultimately, the use of having challenged the conventional genre characteristics will show the audience and make them want to watch the video more and to tell a story.
Goodwin also suggests that there is 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. This features throughout all of Eminem's video as it contains many close ups which convey the particular feeling of grief and anger that Eminem is feeling, whilst his daughter is feeling hurt and sadness. This can firstly be seen when Eminem is
Throughout the 'When I'm Gone' music video the lyrics and visuals directly relate on a number of occasions to amplify the story that the song and video is telling. This rap begins with a rhetorical question 'Have you ever loved someone so much, you'd give an arm for' and then carries on to say 'Not the expression, no, literally give an arm for' where it moves to a mid shot of Eminem pointing at his arm full of tattoo's. This gives the idea that what Eminem is about to rap about is something personal and perhaps something painful as tattoo's are painful, therefore the use in linking this lyric with a visual for the audience allows the audience to realise that what is about to be spoken about in the rap is something of a really painful experience and personal to Eminem. This is conventional to a rap music video because it demonstrates a personal experience of the artist, and therefore builds a relationship with the audience as the music video gives a sense of realism. In my own music video, I would like to include something like what Eminem has. Though I would like to do a different genre of music, I see 'When I'm Gone' by Eminem as an inspiration as he shows a personal touch to his music video that conveys the idea to the audience that he is passionate about what he raps about, so much so he wants the world to see it. Therefore, in my own music video I would like to include a personal experience that goes hand in hand with the lyrics so that the audience get a better visual from my perspective and therefore be able to build a relationship with the characters in the music video.
Along side with the relationship between the lyrics and the music video, it is also important within a music video to make sure that there is a relationship between the music and the visuals. For example, in the 'When I'm Gone' music video, there is a fast yet steady beat in the track whilst in the video, the actions of Eminem and the actors within the video acting out the story of what the rap is about, are parallel to the beat of the track. There is a melodic beat to the song which allows the music video to have slow movements, this can be seen when Eminem is pushing his daughter on a swing in slow motion. This allows time for an emphasise on the movement and makes certains parts of the song stand out, as it alerts a high importance to the artist. This is conventional to a rap music video as it demonstrates important elements of the song that particularly stand out to the artist himself and shows the artist trying to connect with the audience more therefore building a relationship.
When analysing the 'When I'm Gone' music video it was clear that it demonstrated the stereotypical characteristics of a rap video. Rap video's will often have gold chains, baggy clothing, bandanna's and various other conventions, and these conventions can be seen throughout Eminem's 'When I'm Gone Music Video'. For example, when Eminem is rapping at the start of the music video he is wearing bandanna, a baggy top and trousers whilst being seated in a poor environment. This is conventional to a rap music video as it shows a personal element to it and shows elements of what the rappers life has been like, as it is often said that the beginning part of a rappers life is extremely poor and lacked in riches, so therefore by showing this in the music video 'When I'm Gone' it makes the music video personal to not only the artist, but also the artist.
'When I'm Gone' also demonstrates intertexual reference where by the relationship of father and daughter is shown and how the relationship is meaningful but also volatile as well as there being a sense of vulnrability. This is unusual in a rap video as because raps are usually up tempo and aggressive sounding, and so by having a sense of vulnerability to this video it goes against the audiences expectations. This can be seen when Eminem's daughter is walking towards Eminem with yellow cut out people and says "Daddy look what I made" in which Eminem replies "Dad's gotta go catch a plane" This demonstrates a sense of abandonment for the daughter as what she is saying is being disregarded by her dad. This works towards making the audience feel more sympathetic towards the video and the artist because it could be a metaphor for Eminem as he could have suffered that issue when he was younger, so this part of the music video could help to engage the audience further. Ultimately, the use of having challenged the conventional genre characteristics will show the audience and make them want to watch the video more and to tell a story.
Goodwin also suggests that there is 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. This features throughout all of Eminem's video as it contains many close ups which convey the particular feeling of grief and anger that Eminem is feeling, whilst his daughter is feeling hurt and sadness. This can firstly be seen when Eminem is
You have made a start in considering Goodwin's theory, by defining the theory and by relating the theory to your chosen music video. The images that you have included, support the theory points well, as you have clearly considered the role of the audience and how they can build a relationship with the artist, through the theory points.
ReplyDeleteNow you need to complete the rest of your analysis, as some of the theory points are missing. Also read over the intertextual points that you have included, as you have misunderstood this point.