Goodwins theory- American boy-Estelle Ft. Kanye West

Goodwin's theory states that there are 8 key aspects to a music video, these are:
1.Links between lyrics and visuals
2.Links between music and visuals
3.Genre characteristics
4. Intertextual reference
5.Notion of looking
6.Voyeurism (direct gaze,others looking at the artist, insight into artists life, screens and mirrors)
7.Demands of the record label (representation of the artist)
8. Performance, narrative and concept based music video.

I believe Goodwin's theory is correct, from studying many music videos from a variety of genres all of these 8 points have been present. The reason for this is without these points a music video is not really enjoyable to watch, each point helps to keep the viewers satisfied. Some videos may present these features different but that does not mean they are not included. Furthermore without some of the points e.g.1,2 and 5 a music video would not really be easy to understand these features help for things such as brand identity and recognition of an artist. Without Goodwin's theory artists wouldn't be able to create visually pleasing and worth while watching videos.


Below I have applied Goodwin's theory to American boy by Estelle Ft. Kanye West.

Links between music and visuals-The theory suggests that the lyrics in a music video will refer to the visuals shown and reinforce to the audience what is going on, in American boy Estelle says " I really want to come kick it with you. You'll be my American boy" This refer to Estelle talking to Kanye West and the other men in the music video and her showing her feelings towards them about wanting to spend time with them.

Genre characteristics- American boy is a mixed genre of R&B and Rap as it is a collaboration between two artists, although there are two genres they can be put together well as they have similar traits. In the music video Estelle is seen to be wearing a figure hugging dress and looking glamorous which is a usual look for a women in these type of genre videos. Kanye West is dressed more casually in jeans a shirt although he has an over sized fur coat which is showing his wealth and a typical garment of a rapper.

Notion of looking- This can be exemplified in several ways, such as when Estelle is looking directly the camera giving an intimate feeling and allowing the audience to feel involved as we have her gaze. Likewise we see close ups of Kanye whispering in her ear where the camera fixes on this as it seems to be very romantic and sexual which catches the audiences attention.

Voyeurism (direct gaze,others looking at the artist, insight into artists life, screens and mirrors)-  As Estelle is the main singer in this song she is present through out, in addition she is the only female present as everyone is an attractive male- this can help entice female audiences. Estelle is shown to be wearing a short glamorous dress and at several points we see her dancing which shows of her body to the viewers, unlike the men shown in the video she is wearing the most revealing item of clothing compared to them who are covered up fully.

Performance, narrative and concept based music video- There is very little performance in the video as the lyrics are strong enough to amplify what is going on. There is no narrative throughout as the video is not following a story line it is solely the artist signing to the camera. Although Goodwin's theory suggests the need for a performance the video is very modern and uses a white background with only the artists shown in black in white which compliments in effectively and has a simplistic feel to it.

Genre research- Hip Hop

Our chosen genre for our music video is "Hip Hop". We have chosen this genre as we feel comfortable with the music and we can relate to the style which will help us to create a good music video.

Hip Hop is a genre of music which orientates back from the 70's in New York, it originates from a mixed African and Latino Community which we around in New York at the time. Hip Hop culture has 4 main elements, these are Rapping, DJing, Breaking and Graffiti. The reason Hip Hop began was due to DJ's isolating percussion break from funk or rock music so audiences could dance to it. Back when this first began MC's would speak before the beat of the music, telling jokes or phrases that rhymed this then became more stylized and was  known as rapping. In 1979 Hip Hop had become a popular genre that was widely recorded although the lyrics began to be an issue from their referencing to drugs, violence, sex and misogyny. Never the less the genre kept up its success and now is widely listened to as a mainstream genre. 

Here are some examples of Hip Hop artists and music videos:

Hip Hop is a huge industry with many artists competing against each other. There are stereotypical costumes and locutions used in this genre for their music videos, these are expensive designer outfits that are casual but involve jewellery or hats and locations either in wealthy homes, bedrooms containing sexy women who are usually in provocative clothing or graphically designed backgrounds.
Our music video will need to abide by this conventions of a typical hip hop music video, we need to chose an appropriate location which audiences will automatically guess the genre from watching, the cast will need to be dressed in casual clothes that are designer and have a casual look to them. Finally the editing can match the pace of the song and have a modern feel to it.

Star Image- Rihanna

Rihanna is a very popular artist her work can range from a variety of styles such as pop to R&B.
As Rihanna is well known she has the power to influence her fans by whats she says, wears and does. She is viewed as a provocative female who is confident to show her body in a sexual mannerism. Her style is very unique and outrageous this is portrayed by her clothes that she wears and designs for her  fashion label which is sold in the high street store River Island. The clothes are very bright and full of mismatching patterns and words which sum up her character such as "DIVA" . In addition the portrayal of her outlandish style is also shown through social media sites such as Instagram where she names her account "Badgalriri". This shows to her fans that she is a bad girl who loves to be wild and have fun, likewise her images also add to this showing her to be a a crazy party girl who knows how to have a good time.
In 2012 Rihanna was spotted arriving to her own concert on the tube, she wanted to be one of the first artists to do this as a way of being in contact with her fans and allowing them to feel on the same level as her, this was not really achieved as she was surrounded by body guards and security taking the idea of her being an ordinary person away as she was protected throughout her journey.

Party girl Rihanna.

Rihanna on the tube with security.

Provocative behavior shown as Rihanna
is posing covering her breasts.

Sexual poses giving of her wild style.

Rihanna's style is very outlandish and bold, a lot of other R&B artists do not portray themselves like this due to it not really matching the pace of their music. Moreover for our music video we won't be incorporating her mannerism too much  as it will not fit our chosen genre, we may take some factors such as her egotistic confidence and the positive portrail of women, although not to yr extent where it will come across as voyeurism.

This is sad video which shows her emotions and displays her body.

 One of Rihanna's most erotic videos because of the title.

In regards to our star image creation for our music video artist I have learnt a lot from the way she Rihanna has portrayed herself, her loud attitude and personality is recognisable not only by fans but by everyone which helps to amplify her name and increase her popularity, the attention she receives whether good or bad is still helping to publicise her. For our artist star image I want to create a person who is a little more low key but still recognised by everyone for his attitude and different way to approach music and music videos. His persona will be confident and shown in his unique style which will hopefully be seen as trend setting.

Requesting Permission To Use "So Many Details"

Here is an email Charlie sent to the management of Toro Y Moi to request permission to use their song for our music video.

Deconstruction of lyrics So many details - Toro Y moi

This ain't appropriate now
Push my hand off your side
There's no one else around
I just wanna tease your eyes
Maybe we can check these locks
I just wanna go inside
Why's it so dead on a Friday night
I guess the morning's here if you wake by five [?]

You send my life, into somewhere
I can't describe
So many details

What has happened to the time we had
I thought you said you won't ever (I know I promised to wait...but its been so much longer... I really did try)
Won't e-ever leave me
What happened to us?
(I never....)
(I...I really did try...)

Ok I'll take you back
Alright, let's pick up where we started
Don't think that's in my head

I'm not a bit coldhearted
Save yourself tonight, tomorrow I'll get you back
I don't think I have your problem (I don't think I have your problem)
I don't think I have a problem
I don't think I need to fuss
I don't wanna bother you
And there is no reason to rush

You sent my life
Into somewhere
I can't describe
So many details

What has happened to the time we had
I thought you said you wont ever,
Won't e-ever leave me
What happened to us
What happened to us
What happened to us

You sent my life
Into somewhere I can't describe
So many details

Chosen song - So many details - Toro Y Moi

Our chosen music song for out music video is So many details  by Toro y moi As a group we have chosen this song as we feel it is something we can easily work well with, our chosen genre is Hip, Hop and this song and artist fits into that. 

What is intertextuality?

The word "intertextuality" in the music industry means a way in which one media text is referenced to another likewise by using a known subject that is familiar to the audience watching so they can generate nostalgic feelings and new associations as it is referenced in the music video. The main three qualities of intertextuality in a music video are incorporating, raiding and reconstructing as this helps the audience to relate back to the known subject therefore enticing viewers. In music videos it can sometimes be used as a way of advertising.

An example of intertextuality in a music video is found in the song Paparazzi by Lady Gaga, the video features shots of newspaper headlines and narrative reference to fashion magazines by the artist herself. This referencing is understood by the groups of people who are interested in fashion, news, famous people and social topics. Moreover the video uses generic conventions of Hollywood films almost paying tribute to the iconic period of film making in the 60's, it is also portrayed in the use of classical titles.
Another one of Lady Gaga's music video's known as Telephone is said to be a continuation of Paparazzi, in this music video we see reference to Disney from the wearing of Mickey mouse glasses which are also worn in Paparazzi. Lady Gaga has purposely used intertextuality in her work to brand her self so that her creations can be seen within others work.

Intertextuality is used to help promote and popularize a product this is why it is mainly used in a well known artists video. In the video above Lady Gaga displays herself wearing the Mickey mouse ears, as she is very popular with a huge amount of fans this helps to promote Disney and get her fans interested in Disney products as she is wearing one of their items so her fans must too, helping to start a "trend".

Intertextuality can sometimes be used in the genre of Hip Hop although it may not be as noticeable as in other genres like Pop. For our music video we feel it is not necessary to use intertextuality in out video as we do not want it to draw attention away from what the fans are watching. Sometimes it can take over the video and intertextuality is the only thing remembered by fans, this is something we do not want. Although we may include it on our website, and idea would be to have a collaboration with e company that we can use for our merchandise, this will help to promote our name and brand. 

Here is an example of intertextuality be used in a Hip Hop album cover:

Graduation the third album from Kanye West uses intertextuality in its album artwork. The use of the unique graphics of the cartoon bear wearing glasses shown on the album cover are noticeably recognisable as Kanye is seen to be wearing them in some of his music videos, other CD covers and on tour. Likewise the audience begin to pick up on this noticeable factor distinguishing him as an artist and promoting him and his products.

Jonathan Glazer- Music video director

Jonathan Glazer is a English film maker, his work also includes feature films, music videos and commercials. After Jonathan's successful career in advertising he began in the music video direction industry.  A couple of his creations include "Radiohead", "Unkle" and "Massive attack". Jonathan's likes to stick to a similar style as  it can be easily recognized his work is very unique and stimulating, for example, his videos consist of a very few camera shots that are focused around one everyday location. 

The videos usually contain little editing or cutting as he feels this would be taking out the crucial parts. Narrative is present which is quiet rare in a music video, an example of this would be in the music video "Karma Police" by "Radiohead" where a car is seen driving down a dim light road in the background we hear narrative revealing what is happening. 

Jonathan uses these ideas to build suspense as in several of his other videos it shows people walking at a slow pace down a road, almost shadowing this build up to the beat. Over all his videos contain a lot of mystery and thrilling moments  in order to keep the enigma. Many of creations do not make perfect sense but this is his plan as he wants his work to come across as diverse without the use of special effects and too much editing. 

Karma Police - Radiohead

We watch the video as if we were driving the car from the mans point
of view.

The video carries on with the car driving down the road, the location
stays the same likewise with the shot and angle.The only change
is the man appearing ahead.

The frame switches to the artist sitting in the car, and he is singing.
This is the only cut away shot.

The continuity editing carries on and we go back to our
original view, the video draws to an end as we come closer
to the man.

Lip Syncing

Here we practised lip syncing to see how well it would work. We asked a friend to learn the lyrics to a song and then sing that part, which we filmed, we then edited the short clip and matched the actual song to the lip synced video which we muted. We made sure this was done carefully and precisely so the lips matched the words, over all this practise run helped us too see how simple it was for us to achieve.