Goodwin

GOODWIN

Goodwin was a writer of music video theory. He discovered there are certain criteria for any music video. thinking about our own music video we have planned how our ideas relate to each aspect of a good music video.  alice

1. Genre characteristics

     The music genre we are going to use is electro-pop/ ambient music. To get a better insight into the general genre characteristics of music videos of this genre, I have completed the textual analysis grid and looked at videos of Robyn’s and Fever Ray’s music on YouTube. I have noticed that these types of videos are mostly narrative and/or conceptual never about performance. This is because the music is not about dance choreography, stage performance or instruments but about the electronic sound and escapism.  It’s going to be interesting experimenting with this genre because it doesn’t conform to what is stereotypically seen in music videos.  Usually the videos take you on a journey and it gives you the illusion of a dream. Sometimes the video can be ambiguous because the main focus is on the music and not the wordings of the song but then it could also be reflective and open to different interpretations. Furthermore, there is usually one main person that is focused on in the video. Tracking them or close ups allows us as the audience to connect and engage with them and the music. The characteristics of electro-pop music videos are for it to be quirky, different and experimental. This can be done by using eccentric costumes, bizarre locations etc. When I heard Fever Rays song ‘Triangle Walks’, I initially thought of bright strobe lights and a dark atmosphere. Taking all the above elements into account, we are going to make a music video that demonstrates the characteristics of electro pop music videos.  

ashleigh

2. Relationship between lyrics and visuals

    Lyrics seem to tell a twisted narrative, the singer speaks of curious thoughts about someone who 'stands outside my window' and 'having that feeling, when there's no one awake' There is a definite sense of an ambiguous dream-like illusion that we want to illustrate by having her explore and communicate with animals.

alice

3. Relationship between music and visuals

    Music is very ambient with strange tones and electric sounds. the atmosphere created is one of escaping reality and quite magical. we want to illustrate this with natural images of location (woods) contrasted with bright unnatural images of costume and lighting.

alice

4. Demands of record label.(lots of close-ups)

      The demands of the record label are usually very important, but overlooked when considering the composition and overall style of a music video. Many labels will want to ensure that there is maximum coverage of the artist in the video, and also that there is emphasis on the "selling points" of the artist. For example, music videos for pop artists such as Katy Perry will focus on her strong female body shape, and also on her areas of male interest. This will lead to wider viewing of the video by this target audience, and may boost sales as a result.

dean

5. Reference to notion of looking

Electro pop music videos are usually either conceptual or narrative. Our music video is going to have narrative story to it. We want the audience to engage with the singer and follow the ‘dream like’ and illusory story. Conceptual videos are great because it draws you in and is not something to be taken seriously. We want our music video to be different and not something that you would usually see in a video (E.G. instruments, dancing, club atmosphere etc.) We want our audience to be hooked and intrigued to know what’s going to happen next. We’ve come up with a step outline and the idea behind it is to escape from reality by following the singer on an unusual journey. The notion of it isn’t real which is why we are going to incorporate animals in the video. The illusion is meant to be weird and draw the audience in. It’s not so much the singer in the video looking and watching say within screens/telescopes but more what the audience sees in their minds whilst viewing and interpreting the video. The video isn’t going to have any sexualised references in it but it will have close ups of different parts of the animals and the female singer.

ashleigh

6. Inter-textual reference

    most of Fever ray's videos contain a female who resembles Karin in some way we will have a young female figure with long blonde hair (wig maybe) and typical white face-paint.

    Quirky fashion magazine like Vice use animal masks to add an edge to their images we are using them to represent animals in an interesting, freaky way and add edge to our video.

alice