History of the Music Video and Goodwin's Theory

This week we looked at a quick history of the music video. Notable points from this are;

• The use of the music video to promote artists globally without having to visit the countries directly e.g. The Beatles used promo videos to promote themselves in America without having to fly out everytime they released a single/album.
• The advent of music television as a platform for artist promotion. With a lot of hours to fill it meant bands/artists had the opportunity to get really creative. Because there were only a few channels, however, it meant videos would have to stand out to get a chance of being used in the designated timeslot given to that genre. Later on individual channels geared towards specific genres meant artists had more opportunity to have their video shown although not necessarily at a 'prime' time. This meant videos again had to stand out to guarantee being shown at a time when people would be watching.
• The use of the music video as a form of advertising. It needs to show off the artist to both a current and new audience. The new audience needs to see them as desirable and as something they possibly need in their life. The visual image is as important as the sound in achieving this.

When analysing your three videos and when creating your own you need to demonstrate how you have considered the above points. You also need to make clear reference to Goodwin's theory as well as technical codes and conventions. Consider use of shots types, framing, colour etc - how do they demonstrate the mood and tone and illustrate the relationship between images and music?

Powerpoints we used today are;

Goodwin theory ppt from Charlotte Cowles

 

Digipak & advert ppt from Charlotte Cowles

Goodwins theory analysis of music video tegan and sara from midds718
 

A useful example of music video analysis, you might want to refer to;

'Desire' Music Video Analysis from Reepham College