Find yourself a video - it can be any video at all but the more mainstream/conventional types (pop, performance etc) may offer more to talk about than other more abstract, less conventional videos.
Embed the video.
Briefly introduce who Andrew Goodwin was, what he has written about and how he has identified several aspects that most music videos have (see the above slides). Then use his SIX points as headers for SIX different paragraphs. Use screenshots from the video to help you illustrate your points.
Develop your answers - use full sentences, don't bulletpoint and always try to incorporate relevant media terminology (think about the way you answered the TV Drama exam question).
There's plenty to do but it's supposed to be tough - these are A Levels - the A stands for 'about time you did some work'.
YOU MUST DO AT LEAST ONE OF THESE - BUT FEEL FREE TO USE THIS FRAMEWORK TO ANALYSE ANY VIDEO THAT HAS INFLUENCED YOUR CREATIVE PROCESS
1. There is a relationship between the lyrics and visuals, with the visualS illustrating, amplifying or contradicting the lyrics.
Find the lyrics online - read them and get an idea of what the song is about? What are the themes? What is the tone?
Does the 'look' of the video suits the themes (love: soft focus/lingering shots, anger: dark filters/violent camera movement/fast editing).
Has the video a narrative? Does it fit in with themes of the lyrics?
Is there a direct relationship between some lyrics and the video?
If NOT could they be described as contradictory?
Very rarely you get a literal interpretation of the lyrics like here (it's not 'like' he's in a cage - he literally is.)
2. There is a relationship between the music and visuals, with the visual illustrating, amplifying or contradicting the lyrics.
Is the editing relatively in time? Is the tempo of the editing similar to the track?
Is the relationship between the visuals and music explicit like this or this video?
What is the tone of the music - soft, romantic enlightening, stirring, powerful, spiritual, soul reaching, inspiring, calming, soothing? Is this reflected in the visuals?
Is it contradictory - calm music but with frantic imagery.
DESCRIBE THE RELATIONSHIP
3. Genres are complex and diverse in terms of music video style and iconography.
What is the genre of the music?
What are the codes and conventions/expectations of the audience, for a piece of music for this type.
Look at similar artists/tracks and try to identify common performance types, mise-en-scene, iconograpy, use of micro elements, locations.
e.g. Gangsta rap - parties, glamourising criminal lifestyle, objectification of women, low camera angles, ostentatious uses of wealth.
Boybands - close up on faces of the band members, cherographed dance moves, cut aways to moments of relfection, shots of the band 'off stage'/'off camera'.
4. Record companies will demand a lot of close-ups of their star/performers.
This is relative to the type of artist/genre you're working with. If it's a freaky looking dude like Skillrex the music video isn't there to sell him as a 'star' - it's the music that is supposed to do that. But you would lose your job if you directed a One Direction video and didn't have copius amounts of the boys leaning on each other's shoulders and looking earnestly in the camera.
If you have a star there will be a multitude of shots of them attempting to build a representation that is in line with their star persona. Artists' launch video is always very telling in how the record company hope to position them - think Ollie Murs (jokey), Connor Maynard (authentic), Cher Lloyd (nuts).
Some type of shots can lead to objectification: seeing a human being as a thing disregarding their personality, self or capabilities. Objectification tends to take the form of 'sexual objectification' so the 'thing' the person is reduced to is an instrument of sexual pleasure, for use'. This usually takes the form of the camera lingered and focusing upon body parts of the artist.
The idea of sexual objectification is often used to suggest that female artists are 'controlled' by the camera. This idea has developed as some theorists believe female artists can self-objectify using their sexuality as a strength as it allows theme to express their sexuality publicly. Think Beyonce - a hugely successful artist that seems in control of her representation but is still objectified.
How is the artist represented (sexy, cute, fun, daft, serious, tormented etc)? How do the micro-elements combined to create this representation - what aspects are focused on?
Is the artist objectified - how?
5. Voyeurism
Definition: A Voyeur is "one who looks". Voyeurism is the practise of spying on people engaged in intimate behaviour.
We often see activities in music videos of an intimate nature - tender moments between lovers, people getting ready for a night out, episodes of reflection etc. - basically a private activity that people don't usually invite the audience of MTV to spectate.
Voyeurism has a base appeal - having an nosey into others' lives and often has sexual context, but it's often used to show a different side to the performer, their 'off-stage' persona that fans want to have access to.
Also pop songs are often about intimate subject matter: love, hearbreak, anger, loneliness - so there is a thematic connection to the content of the video.
Have a look at this lovely Neyo video about him trying to seduce a girl with low self esteem - 36 seconds in - that's voyeurism, even the camera has a 'peeking-through-the-pot-plant' look to it.
Is there any content of a voyeuristic nature? Describe it. What effect does it have on the video/representation of the artist?
6. There are likely to be intertextual references to other music videos, TV shows, books, movies, games etc. Have a look here for more help.
Intertextuality: shaping of texts meaning by the other texts that may include an authors borrowing and transformation OR a reader's referencing.
There may be explicit use of intertexuality such as this Foo Fighters video which is just a shot for shot remake of Falling Down.
Or a mix of references such as Azelia Banks' 1991 that somehow manages to cram a bit of Crystal Water's 100% Pure Love, Madonna's Vogue, Veronica Lake and the photography of Horst P Horst.
Then there's the fact that videos are made of imagery, scenes, context we've seen before using meaning/framing we see in many other texts - soft focus, narratives, costume. So think of what the video feels like to you.
What references are there in the video? What does it remind you off? Have you seen similar treatments before - where? How does this all influence the effect and impact of the video?