Analysis of video using Goodwin's Theory - 'A Town Called Hypocrisy'

Lostprophets - A Town Called Hypocrisy

Music videos demonstrate genre characteristics
This genre of music is alternative rock; a sub-genre of rock. The stereotypical characteristics and conventions of this genre, in terms of a music video, are performances from the artist throughout the text. This is evident in this video for 'A Town Called Hypocrisy', where the band are seen performing the song using their allocated instruments on the set of the video.

Relationship between lyrics and visuals
Throughout this video, there are references to the lyrics that are featured within the video. The general lyrics during the song refer to the idea of not letting people tell you how to live your own life, which is shown in this video, where the band are seen partying and causing anarchy on the set of a children's television show.

Frequent reference to the notion of looking, as well as voyeurism towards females
During this text, the idea of voyeurism towards females is used widely. The idea of a contrast from the safe, well-behaved and respectful manner of a children's television show, to the females being in their underwear partying with the band is largely evident in this piece.
This aspect of this technique is used in music videos to promote the idea of sex in media. This attracts both males and females. This is mainly due to the fact it is included in the basic needs of the human life, and is available just by watching a 4 minute video. Sex is used in media to promote the idea of fun, as well as attracting audiences to make the video more successful.

Intertextual references
This video has various intertextual references. Firstly, the idea of the band being hosts for a children's television show is contrasting to the hectic and youthful goings on once the cameras have stopped filming (behind the scenes). This is used because it is an idea of what potentially happens in real life television shows aimed at kids, once the cameras have stopped rolling. Secondly, there is an intertextual reference to the famous children's film 'Charlie & The Chocolate Factory'. This is evident when the lead singer is seen 'speaking' the words, and they appear out of his mouth.
Intertextuality is used in music videos to include the audience into the inside joke. This can be a reference to another media text, meaning that they understand the reference, and feel included.

Conclusion
In this video for A Town Called Hypocrisy by Lostprophets, several aspects of Goodwin's Theory are met, including the use of Intertextuality, voyeurism and a link to the music with the visuals. It is effective, and these aspects have helped create a successful music video for this song.

Lyrics analysis

Importance of lyric analysis for preparation of music video production

When producing a music video, the analysis of the lyrics is fundamental in order for the video succeed. Firstly, if a narrative can be formed by referring to the lyrics, then a successful video can be produced. This is effective because it initially refers to Goodwin's theory.
Additionally, an underlying meaning can be found in the lyrics that may refer to the narrative of the video, or the contents of the video. If the video is peculiar, unusual or difficult to understand, analysing the lyrics and finding an underlying message could remedy the confusion, if any.

Here, I have analysed our chosen song for the production of our music video. By analysing these lyrics, we have been able to find both the underlying narrative, as well as form a general and prominent story for the music video.

Lip syncing

What is lip syncing?
Lip syncing is a technical term for matching mouth movements with spoken words. This technique can be used in any context, including live music performances, recordings and acting performances.

Why is it important?
Lip syncing is beneficial because it ensures that firstly the quality of the sound, as well as the overall performance is of prime quality. Additionally, it ensures that the artist will finish the song, if the case were that they had forgotten the lyrics.
The drawbacks of lip syncing, however, are firstly the controversial aspects of it form media and audiences. It is generally seen as a 'cheat', or a shortcut used by artists that do not want to actually sing at their concerts. This is seen as neglect and a lack of effort towards the audience at that time, ergo the general reason it is frowned upon. Similarly, it is seen as the artist being somewhat talentless, and almost unable to perform live in concert for the audience.
Another drawback is the room for potential errors. If one word is not correct, the music will still continue to play, and will be evident towards the audience that the artist is lip syncing. This will hinder the overall atmosphere of the show, due to the previously mentioned drawbacks listed above.

Notable occurrences in music
Milli Vanilli
 In 1990, during a live performance at Lake Compounce in Bristol, Connecticut, the recording of Milli Vanilli's song "Girl You Know It's True" jammed and began to skip, repeating the partial line "Girl, you know it's..." over and over. Due to rising public questions regarding the source of talent in the group, owner Frank Farian confessed to reporters on November 12, 1990, that Morvan and Pilatus did not actually sing on the records.

Textual analysis - 'Window Shopper' by 50 Cent

Mise-en-scene
The mise-en-scene within this piece plays a large part in the success of the video. Firstly, the props used are signifiers of the vast wealth the artist, 50 Cent, has himself. This is apparent as we see him driving around in a Maserati MC12, known for being explicitly expensive (upwards of $1.6m). Additionally, the artist is wearing large amounts of expensive jewelry, and at a certain point in the video, we see him purchasing a multi-million dollar yacht.
The setting of this text is in Monaco; known for it's wealth and class. Throughout the video, we see 50 Cent driving the Maserati around the streets of Monaco, pointing out to things he would like to buy, and that he can afford.

Sound
In this text, diegetic sound is used whereby 50 Cent and his friend Ma$e are seen tying to understand a french salesmen in a shop. They are tying to buy expensive shoes, however we can hear that there is a language barrier that is proving difficult to break. This is to show that 50 Cent is so wealthy, that he does not need to worry about the class and sophistication of learning another language, however he can simply arrive at the shop and purchase whatever he likes.

Camera
Throughout this music video, different camera angles are used to promote the idea of 50 Cent being a significantly wealthy individual. We see the artist during this video from a low camera angle. This is a showcase of dominance, which relates to his large wealth, as being rich is usually associated with being powerful. In addition, we see a reverse tracking shot of the artist in his expensive car, with the buildings of Monaco in the background. This shows how he blends in with his setting, as it too is based on wealth and class.

Narrative
The narrative of this piece is 50 Cent and his wealthy peers purchasing expensive items and living a luxury lifestyle in Monaco. Throughout the video, we see the artist buying more expensive items than another person who frequently appears in the video buying similar products for an extremely lower price. This is seen as humorous to the artist and his friends. This represents the artist in a positive light, as it suggest his is rich and powerful compared to normal citizens who do not come from similar wealth to 50 Cent.

Notes on music video (Individual)

Here, I have mind mapped my initial ideas and notes for our music video for 'Trials of the Past' by SBTRKT. I have included the main fundamental aspects that contribute towards the success of the video. I have included setting, narrative, characters and lyrics.

 

Research into Goodwin's theory

Goodwin's Theory
Andrew Goodwin has a popular theory with points that he believes every music video adheres to.
Goodwin's theory is based on 6 main points.

1. Music videos demonstrate genre characteristics. 
This means that the video will have conventions that are stereotypical characteristics of that genre. For example, a rap video will likely have gold chains, expensive jewellery and attractive women dancing.

2. Relationship between lyrics and visuals.
 Music videos will often have a link between the lyrics in the visuals within the music video. This could be in the narrative, or just featured within the conceptual aspect.

3. Relationship between music and visuals.
Similarly to the link between lyrics and visuals, the music itself can have a link with the visuals.

4. Demands of the record label.
The record label that the artist is under may have requests and demands. These demands often include close ups of the artist during filming, as well as a visual style that will be reoccurring throughout their career. For example, Lady Gaga has an abstract and orignial dress sense, which is what she is popular for.

5. Frequent reference to the notion of looking, as well as voyeurism towards females. 
The notion of looking includes a focus on men or women being portrayed in a seductive manner. The notion of looking can also be referenced by making eye contact with the camera, as well as the use of props. Voyeurism is widely used to sell the artist's music using sex appeal. Contemporary videos predominantly show females using voyeurism, compared to men, where it is a significantly more minimal amount.

6. Intertextual references
Music videoes will sometimes have intertextual references. This means that they will reference to existing videos, films or other texts. This is to include the audience in the text, as they will feel 'in on the joke'. For example, the music video for I Feel Like Dancin' by 'All Time Low' has several intertextual references to existing videos, such as Green Day - Holiday, Katy Perry - California Girls and Lady Gaga - Bad Romance.

Notes on music artist poster

This is a poster for the band, A Day To Remember. This poster is advertising an upcoming show the band will be playing at, promoted by the venue.                                                                                                    

Typography
The typography in this image firstly highlights the record company. This is at the top of the page, meaning it is significant information that should be considered, and ideally, read before the rest of the text. The font is large enough to be read, however not so large that it overpowers the band name, and the rest of the poster in general.
The band name 'A Day To Remember' is more centralized, as well as being large. This is so that it is showcased as the most important part of the poster, as the most central part is usually the most important. It's size is large, meaning also it is a fundamental part of the poster.

Images 
There are images used in this poster. Firstly, the most obvious image used is that of the band. This is to portray to the audience the people behind the music, and to effectively personify the music. Secondly, layered behind the text is a faded image of the cover to their album. This is to promote the album, and almost give a purpose for the poster in the first place.

Colours
The colours used in this media text are simple and bright, however have an overall layer of low saturation. This is to meet the convention of the metal genre of being grungy and dated. This is effective as it gives an idea into the genre of the band to the audience, leaving them with an insight into the possible genre to new audience members, without having to listen to their music.

Music Video Conventions - 'November Rain' by Guns 'n' Roses

In the music video for the song November Rain by Guns 'n' Roses, the stereotypical conventions of the music genre, and music videos are largely met.

Performance

The main convention of rock music videos is the performance from the artist. In this music video, there are several performances by the band, as well as several individual shots of the band member, guitarist Slash. This is a convention of rock music as this genre is seen as more of a band related genre, therefore a performance in the video is necessary to see the variation of physical instruments used in the production of the song, and the skill needed to play said instruments.

Narrative

The conventional narrative of the rock genre as a whole usually revolves around the lyrics of the text. In this case, the lyrics relate to the video significantly. The lyrics 'Because nothing lasts forever, and we both know hearts can change' are met with the showcase of an expensive wedding, and as the bride enters the car after the ceremony, she has a look on her face as if to say she is not fully committed to the marriage. 

Mise-en-scene
The mise-en scene in this text meets the conventions of a rock video largely. The stereotypical codes and conventions of mise-en scene in rock music videos includes performance based settings such as stages or shows, as well as dark and 'rock & roll' clothing types. This is showcased in this piece, particularly where the guitarist, Slash, is performing a guitar solo (pictured above). This clothing choice is seen as different, original and somewhat rebellious. This is where the equilibrium of music videos and the genre lies, as the artists are showcasing these clothing choices in the video text here.

Summary
To summarize, this music video for November Rain by Guns 'n' Roses meets the stereotypical codes and conventions of rock music videos in terms of narrative, performance aspects as well as mise-en scene and props. This is common throughout rock music videos, and due to Guns 'n' Roses large and popular status as being seen as rock legends, this is likely to be the case for the majority of their videos.

Magazine Advertisements

Coldplay - Mylo Xyloto

Pictured is the magazine advert for the 'Mylo Xyloto' album by Coldplay. This album was released in October 2011. This magazine advert is significantly striking for several reasons.

Colours
In this magazine advert, the bold colours used are what first catches the audiences eyes. This is due to the vibrancy and all round glow of the colours. It makes the poster stand out amongst others that are of a less vibrant colour, and are generally less saturated.

Images
This advert has several images used (which are also vibrant and colourful) that are original and creatively placed upon the poster. This seems to be a graffiti type image, that has been included in the poster for one reason or another. This is effective due to the mystery and questionable reasons for its placement within the advert. This could mean that the audience will be curious as to what is included on the album, making them want to purchase it.

Text
The text used on this advert is largely focused on the album title, 'Mylo Xyloto'. This is to showcase the title to the audience, and due to it's questionable meaning, it causes more curiosity. Several interviews have been conducted with lead singer Chris Martin, and he has given a very vague and confusing answer as to the meaning of 'Mylo Xyloto'.
Additionally, it has the artist name, 'Coldplay'. This is to present the name of the artist, to show how popular the album actually is. For example, if it were by an independent artist, that is not very popular, the poster may be read no further than the name of the artist. Whereas - in this case - it reads 'Coldplay', who are a popular artist, the broad audience will be interested in the new and upcoming release. This is why it is strategically placed at the top of the page.
Also, at the bottom of the page, it has the details of the album, including (in large writing) the release date. This is to ensure the audience are aware of when the album will be coming out, so that they can either prepare to purchase the album, or even pre-order the album.

The purpose of a music video

Purpose

There are several reasons for songs having music videos. A music video is an integration of video imagery and sound. The main purpose of music videos to promote, advertise, entertain and to create a lasting impression on the viewer's mind. This works hand in hand with promotion and the more entertaining the music video, the more exposure the video will get from the public.
First and foremost, the idea of advertising the artists to a worldwide scale is paramount to the record companies, as well as the artists themselves. This is purposeful as a music video allows this to be a possibility, as it broadens the exhibition platforms from only being on radio, to TV, internet and mobile devices.

Secondly, depending on how original, creative and memorable the contents of the video is, it could help the audience of the text memorize the song, and publicize it to their friends. For example, a bizarre video, such as 'Chandelier' by Sia, is popular for being different, and having a sense of craziness in the video. This adds to the popularity of the video, which will in turn result in an increase in popularity of the song.
Additionally, the idea of an entertaining video is fundamental towards the success of the song. This is due to the fact that if a dull and boring video is associated largely with the song, it could be considered an unpopular song. This will lead to a depletion in sales and popularity, which is a negative aspect for the artist and record label.

To summarize, it is no surprise that a music video contributes largely to the valuable success of a song released by an artist. This is for several purposes, however initially the entertainment value of the video is key to the success of both the song, and the video.

Real music video media texts - 'Blk & Blue' by Chase & Status

Chase & Status - Blk & Blu

NarrativeThe narrative of this music video begins with a young man shaving his friends head, giving him a hair cut. He then goes on to say, 'Trust me, it's looking good. It's the first day of the rest of our lives bruv.' They then meet up with their two other female friends, and begin smoking and drinking. They then end up at a pool bar, and then challenge two other males to a pool game with bets. The two main characters win the game, and have seemed to annoyed the challengers. We then go on to see  the main characters with their two female friends enter a club. They are having a good time, and one of the main characters enters the mens bathroom. He is followed in by the person he challenged, and beat at pool prior to coming to the club. This person then hazes him by pouring champagne in his head, and slapping him on his head several times. Despite this, the main character leaves the bathroom and continues enjoying his night with his friends, and goes on until the early hours of the morning.

Settings
The setting of changes throughout, however is focused largely on the club, which the artists are DJ'ing at. This is a dark and decadent vibe, and highlights the type of setting typical teenagers tend to attend. In addition, the bar they play pool out is a similar setting. It - again - is darkly lit and is a stereotype for the location teenagers tend to hang around in. The encasing city is likely to be a large place with these type of locations, such as London.

Shots used
Several shots were used in this video, however the majority is at a close up shot. This is to show how cramped and closely spaced the atmosphere is in the video, and show the emotions and affects of drugs and alcohol on the characters faces. The variety of shots included medium shots as well as long shots.

Transitions
The transitions in this piece were fairly simple; cuts were used to show the fast paced happenings in this video. Similarly to other music videos, if a slow paced transition was used, such as a fade or crossfade, it would show time passing, or disillusion.

Representation
This piece represents the idea of youths - especially teenagers - attending clubs, taking drugs and drinking alcohol, all in order to feel good about themselves and have a good time. This is a negative stereotypical representation, as it shows teenagers in a bad light due to the excessive narcotics and alcohol, as well as causing trouble and being delinquents.

Conclusion

To summarize, this club themed music video for 'Blk & Blu' is a showcase of the contemporary activies teenagers get up to. The shots, transitions and settings used are an insight into the lives that youths get up to, and the problems behind them.

History of music videos

What is a music video?
A music video is an integration of video imagery and the song itself. It can be composed using animation, filmed footage as well as most other types of media. It has several purposes, however mainly to both advertise the artist as well as broaden the exhibition platforms.

First music video
In 1984, the first technical music video was a compilation of still images alongside live performances, which lead to the first account of an 'illustrated song'. This was seen as the first step towards music videos.
An example of an early music video is 'St Louis Blue's' by Bessie Smith. This was in 1929, and played alongside a two reel short film which was a dramatized performance of the song. It was shown in theatres until 1932.

First music videos aired on MTV
The first music video to be shown on Music Television was 'Video Killed the Radio Star' by The Buggles.  This was in the year of 1979, at 12:01AM on the 1st of August. On 27 February 2000, it became the one-millionth video to be aired on MTV.

Animation
In 1940, Walt Disney released 'Fantasia', which was an animated musical piece that was based around classical music.

Real music video media texts - 'Galvanize' by The Chemical Brothers

Galvanize - The Chemical Brothers
Narrative
The narrative of this music video begins with a child in a small house. It is night, and it appears as if he is supposed to be asleep in his bedroom. His father is in the living room watching late night television, and therefore is oblivious to what his son is doing.
The son begins to apply make up to his face, resembling a clown. This gives the impression that he is trying to hide his identity, and remain anonymous for whatever is going to occur throughout the video.
He then sneaks out of the house past his dad, and meets his two friends who are also wearing clown make up. This also reinforces the idea that they are about to engage in an activity that would require their anonymity to be paramount, likely to be something illegal or frowned upon.
We seem them walking through the estate, and encounter a gang. They start arguing with the gang, and are then chased. They approach a bus, and get on it to get to their destination.
Their destination is a club, and they do their best to sneak past security to get in. Once they are in, there are dance battles occurring, with people wearing similar face paint, suggesting it is some sort of cult or gang event.
They then begin participating in the dance battle. As it proceeds, the security guards notice the 3 underage boys, and throw them out. As the video ends, we see a shot of the 3 boys driving away in the back of a police car.

Settings
 The settings used in this video firstly begin with is the home of one of the boys. It is a dark, small and almost uncomfortable setting. This suggests that the boy is uneasy, and doesn't want to be there. We then see him leave this setting and go outside, into the surrounding estate. This is where he meets his friends. This setting is where they encounter the gang, and are then chased to a different setting; the bus. Here we see other citizens on the bus, who seem to be intimidated by the boys, likely to be due to their youth nature, or their clown face paint. Once they are off the bus, they are outside of the club. This then leads to the interior of the club, which is a decadent, cramped and lively setting. This is where the intense dance battles occur. Once the boys are kicked out, we are again transported outside of the club to where they are arrested and put inside the police car.
Shots used
There were a variety of different shots used in this video. There are several close ups, especially of the young boys, as well as medium shots and long shots. The most effective shot used in this text, however, is the POV shot. This gives a sense of the audience being included within the dance battle, as well as trying to convey the intensity of the situation for the individuals who are actually participating within the dance-off.



Transitions
The transitions in this video are predominantly simple cuts. This is to show the fast paced nature within the video, and to convey the hectic and decadent activities these children are engaging in. If a dissolve or fade was used at any other point in the video other than the beginning or end, it would show a slow paced happening, which is the opposite of what is trying to be portrayed here.

Representation
This video represents the lifestyles of youths in a lower class upbringing, and showing their habits which are frowned upon. This is enforced by the idea of the boys wearing the clown face paint to increase their anonymity. Additionally, the portrayal of the contents of the club being mostly youths suggests that this setting is no place for adults, and that modern day youths are being encouraged to join and participate in cult or gang activity, be it illegal or not.

Conclusion
To summarize, this video for 'Galvanize' is targeted at a youthful audience, similar to the music itself. It includes the activities in which teens and young adults would engage in, as well as including the hint of criminal or anti-social behaviour - which is stereotypical of youths - therefore representing them in a negative light.