Andrew Goodwin's Theory of Music Videos
The 5 Key Elements of Music Videos which audiences want to see:
1. Thought beats- Goodwin argued that audiences want to see a relationship between the narrative and the songs. The cuts and beats should be in time with each other. Images can be repeated to add emphasis during the chorus to repetition of the tune or beat.
2. A relationship between the narrative and the performance- The narrative and performance in the music video are used to help clarify ambiguous meanings.
3. The star's trademark- Artists often have a style which is personal to them. This is expected to be in the music video by the audiences which helps to link the music video with the artist. It also acts as a marketing strategy.
4. Multiple close ups of the main artist- The creates a relationship between the audience and the artist which can be used to portray the mood of the music video.
5. Technical aspects- This is what hold the music video together and is when the audiences expect to see opportune lighting/colour which inspires the mood of the song. Additionally, the correct editing and mise-en-scene makes the music video look professional.
Application to It's Time- Imagine Dragons
1. Thought beats
Lyrics: "I don't ever want to let you down
I don't ever want to leave this town
Cause after all
This city never sleeps at night"
At this point in the music video the main singer is walking with a group of people which is relating to the addressing of "I don't ever want to let you down". This shows the group as a whole and could imply them working together which suggests a sense of being. Additionally, there is a clear representation of how the lyrics juxtapose with the setting. The lyrics "This city never sleeps at night" implies they should be in a city, however they are in the least city like place. It's a wide open space with dusty cracked ground and rocky uneven land which looks abandoned. This contradicts Goodwin's element of thought beats. This is effective as it portrays an element of humour.
2. A relationship between the narrative and the performance
In the chorus there is a line "This city never sleeps at night" and the relationship between this line and the performance is when the main singer is singing this line the camera is panning from a worm's eye view and he is beating his chest with dark black clouds in the background which compliments the choice of dark clothing. This is effective as it makes the line much more passionate and meaningful.
3. The star's trademark
Dark lighting- common element seen throughout the Imagine Dragons music videos. Also juxtaposes with the mood of the music video which is generally quite upbeat and happy in comparison with the dark mise-en-scene. However, this is effective because it puts the band's trademark on their music video.
4. Multiple close ups of the main artist
There is a focus pull on the main artist at the beginning of him raising his head looking very serious like he is making a really important decision. This is effective as it adds more meaning to this shot within the music video. Additionally, there is a close up of one of the guitarists with his eyes close but just playing his guitar which shows his passion and how involved in the music video which looks really effective.
5. Technical aspects
The lighting is dark which adds to the general mood of the music video which juxtaposes with the lyrics as I commented on previously. The use of slow motion adds to the emphasis on the unity of the group which is effective as it shows how close they are. Additionally, the clouds moving as they are walking reflects the passing of time which is symbolic to the music video and links with the theme of the song. In conjunction with this, the lighting flashing at the main singer pointed his finger to the sky added more emphasis on to lyric and the action.
Inspiration for my own music video:
This theory will be a useful guideline for my own music video as it will help to ensure I have all the key elements which will attract audiences. Additionally, it will act as a good checklist to ensure I have all the tiny details I may have missed previously.
1. Thought beats- Goodwin argued that audiences want to see a relationship between the narrative and the songs. The cuts and beats should be in time with each other. Images can be repeated to add emphasis during the chorus to repetition of the tune or beat.
2. A relationship between the narrative and the performance- The narrative and performance in the music video are used to help clarify ambiguous meanings.
3. The star's trademark- Artists often have a style which is personal to them. This is expected to be in the music video by the audiences which helps to link the music video with the artist. It also acts as a marketing strategy.
4. Multiple close ups of the main artist- The creates a relationship between the audience and the artist which can be used to portray the mood of the music video.
5. Technical aspects- This is what hold the music video together and is when the audiences expect to see opportune lighting/colour which inspires the mood of the song. Additionally, the correct editing and mise-en-scene makes the music video look professional.
Application to It's Time- Imagine Dragons
1. Thought beats
Lyrics: "I don't ever want to let you down
I don't ever want to leave this town
Cause after all
This city never sleeps at night"
At this point in the music video the main singer is walking with a group of people which is relating to the addressing of "I don't ever want to let you down". This shows the group as a whole and could imply them working together which suggests a sense of being. Additionally, there is a clear representation of how the lyrics juxtapose with the setting. The lyrics "This city never sleeps at night" implies they should be in a city, however they are in the least city like place. It's a wide open space with dusty cracked ground and rocky uneven land which looks abandoned. This contradicts Goodwin's element of thought beats. This is effective as it portrays an element of humour.
2. A relationship between the narrative and the performance
In the chorus there is a line "This city never sleeps at night" and the relationship between this line and the performance is when the main singer is singing this line the camera is panning from a worm's eye view and he is beating his chest with dark black clouds in the background which compliments the choice of dark clothing. This is effective as it makes the line much more passionate and meaningful.
3. The star's trademark
Dark lighting- common element seen throughout the Imagine Dragons music videos. Also juxtaposes with the mood of the music video which is generally quite upbeat and happy in comparison with the dark mise-en-scene. However, this is effective because it puts the band's trademark on their music video.
4. Multiple close ups of the main artist
There is a focus pull on the main artist at the beginning of him raising his head looking very serious like he is making a really important decision. This is effective as it adds more meaning to this shot within the music video. Additionally, there is a close up of one of the guitarists with his eyes close but just playing his guitar which shows his passion and how involved in the music video which looks really effective.
5. Technical aspects
The lighting is dark which adds to the general mood of the music video which juxtaposes with the lyrics as I commented on previously. The use of slow motion adds to the emphasis on the unity of the group which is effective as it shows how close they are. Additionally, the clouds moving as they are walking reflects the passing of time which is symbolic to the music video and links with the theme of the song. In conjunction with this, the lighting flashing at the main singer pointed his finger to the sky added more emphasis on to lyric and the action.
Inspiration for my own music video:
This theory will be a useful guideline for my own music video as it will help to ensure I have all the key elements which will attract audiences. Additionally, it will act as a good checklist to ensure I have all the tiny details I may have missed previously.
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