Goodwin stated that there are seven key aspects to a music video, and wondered if music videos reflect the society in which we live in, or whether there was gender inequality. Goodwin wrote a book saying that every music video has certain features, however, these features may not all be in a music video, but one video will always be at least complimentary, contradicting or amplified.
For a video to be complimentary this simply means the video agrees or follows the conventions of the song and genre, contradicting, on the other hand, is when a music video goes against the song or music. Finally, amplified music videos are those that exaggerate specific parts or sections.
Here are the features of music videos...
1) Relationships between lyrics and visuals on the screen can either be illustrating, amplifying or contradicting.
For example 'last Friday night' by Katy Perry, both the song and the video compliment each other as the video shows a similarity between what is being sung in the lyrics and the visuals. Not only does the video illustrate the lyrics but it also amplifies them with the use of extremely bright colours and over exaggerated makeup and props that are used. The video amplifies the situation being sung about by highlighting the mess made after a party.
Eminem is another example of an artist who makes illustrating music videos where the song compliments the video. For example, his song 'Not Afraid' where the actions in the video reflect the song directly, such as the piece of paper at the beginning that matches the lyric 'paper'
2) There is a relationship between the music and the video that could either be illustrating, be amplifying, contradicting or on beat editing, this is when the music is cut in time to the visuals. An example of this is 'lips are movin' by Meghan Trainor, as the speed of the video directly links to the beat of the music.
3) There are a variety of genres amongst music videos, such as rap, where you will typically find features such as cars, girls, usually x-rated, as well as slightly aggressive. Particular music videos usually consist of their own music video style and iconography.
RnB music videos usually consist of choreographed dance routines for example 'single ladies' by Beyoncé. HipHop music videos usually contain a lot of rhyming to camera and female flesh such as 'sorry' by Justin Bieber. Metal usually contains lots of blood and flashing lights for example 'Kill first' by Amon Amarth.
4) Music videos contain lots of close ups usually for reasons such as, artistic branding, celebrity culture, artistic portrayal or implications on looking good. This is something that will usually be done in music videos for artists who are new and upcoming. Adele often uses close ups in her music videos as an artistic portrayal or branding.
5) Star iconography is another feature Goodwin highlights within his book and is usually used for branding, style as well as to create unique selling points. For example, Michael Jackson used a variety of dances and moves that became known to him, and over his career, he evolved and changed these moves to keep his audience interested. An example of this would be his well-known dance move to his songThriller. La Roux is an example of an artist who hasn't changed or developed her iconography and over time it has stayed the same. For example in both 'Bulletproof' and 'going in for the kill' the videos contain bright fluorescent lights and are generally performative.
Michael Jackson: 'Thriller'
La Roux: 'Bulletproof'
La Roux: 'Going in for the kill'
6) In many music videos there is voyeurism in either the form of nudity, exhibitionism, intimate locations such as bathrooms or bedrooms, or frame within frames.
Voyeurism is usually in terms of signalising a women but can also be in the system of looking, such as screens within screens, binoculars or films and movie cameras.
An example of a music video where voyeurism is used in terms of nudity is 'Pour it up' by Rihanna where both her and her dancers are wearing either very little or very revealing clothing.
Another example of voyeurism is cameras or videos within a video and an example of this is Fifth Harmony's 'Boss' where cameras are within the video.
7) The last feature is intertextuality, this is where there are commonly references to other forms of media, for example other music videos, films, or TV programs. It is essentially media within media. For example Eminem's 'We made you' where he 'mocks' or references news stones.
Overall all music videos will consist at least one of the above music videos.
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