Andrew Goodwins 6 Features of music videos

In his book Dancing in the Distraction Factory Andrew Goodwin points out characteristics and features that can be found in music videos. Looking at a selection of music videos which can be recognised.

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

This is what you would basically expect to see. For example in the image below in a hiphop/rap video you would usually see the crew, expensive jewllery, baggy clothing.





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

For example if the lyrics states something about money, the visual could have physical money for representation. The image underneath is a picture of 50 cent  holding money.

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

For example a Happy song can be up beat but an angry song could be quite gloomy.


4. 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).

This can advertise the artist

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

Its basically eye contact with the camera. It creates a link between the person and audience.








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

The Hip-Hop video i will anylise is the

This video is called 'Early in the morning' By Ashanti ft Fench Montanna

The first feature Andrew Goodwin looks at is the Genre characteristics

The first feature i came across when i watched this music video was the close ups of the artists - this a ways of selling the artist and also showing feelings and emotion from the artist.

Expensive possesions can also be seen in hip-hop music videos, for exmaple watches, necklaces, chains. This is an indication of their wealth and is done on purpose.

Women can be a factor in hip-hop videos but usually showed and portrayed as sexual object for men and can also be seen doing sexual movements. 

Dancing can also be a typical convention of a hip hop music video.

A singer featuring a rap artist is commonly seen for a colloboration linking both the artists audiences together, this can be good for fan and financial purposes.

2. The second feature mentioned in andrew Goodwins theory is the relationship between the lyrics and visuals. There lyrics are represented with imags.

For example in this music video the lyrics say 'With these thoughts all up in my head'

'Get to the money and it wont stop' These lyrics are represented with this image

'Slick rich chains wit the gold watch' - These lyrics are represented with this image

3. There is a relationship between the music and visuals. The tone and atmosphere of the visual reflects that of the music.

In this music video it is up beat and illustrates the emotions of the artists. The visuals flash in beat with the music and the same point which gives emphasis.

4. In this music video i feel they yse alot of close ups of both artists, this is a well of selling the artist

French Montanna is shown alot with his wealth as well as promoting his voice.

Ashanti is also shown alot in close ups and a lack of clothing which i think also sells and advertises the artist.

5. By creating a link between the person and audience the arist can be seen breaking the fourth wall by looking at the camera and showing scenes that might relate to the audience in their own lives.