Research into Goodwin's music video theory - Miss Georgiou

Research into Goodwin's music video theory

Goodwins music video theory is divided into seven key elements:

1.       Music videos demonstrate genre characteristics 
2.       There is a relationship between lyrics and visuals
3.       There is a relationship between music and visuals
4.       The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work
5.       There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
6.       There is often intertextual reference
7.       Whether the video is primarily performance based, narrative based or concept based

Goodwins theory is essential to consider when analysing any music video as it is the platform of creating successful music videos. It helps to ensure that the artists can build relationships with the audience through the music video which gains publicity for the artist.

The video I will be analysing is Uptown Funk by Mark Ronson ft Bruno Mars. This music video comes from the pop genre.

1) Music video demonstrates genre characteristics

The genre for the music video is pop as both artist Mark Ronson and Bruno Mars fall under the pop artists category. Their are many characteristics of the pop genre which are also presented throughout the Uptown Funk music video. For example a performance based style of video and dance routines.

Throughout the video from beginning to end the majority of the content is performance based with either the artist singing to the camera or dancing and performing in some way. This is a generic convention of the pop genre as the artists usually like to promote and present themselves and ultra talented individuals who are successful and materialistic. This is usually due to the fact that the target audience would find this admiral and perhaps see them as a role model.

Another genre characteristic that is related to the pop genre is Bruno Mars's use of costume. He is dressed in bright clothing, with chains and also wearing a tinted pair of sunglasses. This is conventional to the pop genre as the artist is presented to look cool and materialistic in order to gain publicity and an admirational love from the artists fans.

The setting location of the music video is also conventional to the pop genre. The video is set out in a dated urban street which has promotional signs up of Bruno Mars work. The setting is conventional as it shows Bruno Mars to be a successful and materialistic artist. Yet could be seen as slightly unconventional due to the low budget area. However not only this but it builds a relationship with the audience by showing them that Bruno Mars can also be a relatable person; by dancing and singing in the street this shows him to be a humble and down to earth person. Additionally the later setting of Bruno Mars singing on stage is a much more conventional as it shows him to be superior and a successful and flashy artists.

2) There is a relationship between lyrics and visuals

In the music video on Uptown Funk there is a relationship built between the lyrics and visuals in order to help the audience develop a deeper and clearer understanding of the song. Artists do this to make it easier for the audience to understand either the concept or narrative of the video.
My first example of a relationship between lyrics and visuals is when Bruno Mars sings the lyrics "Girls hit your hallelujah". This line of lyrics is repeated three times and every time the lyrics "girls" is sang a new girl walks past the screen as Bruno Mars and his set of dancers look at her in a voyeuristic way. By using a girl on screen whilst this line is being sung will ensure the audience to gain a better understanding of what the song may be about but also to gain a clearer understanding as the lyrics can sometimes be hard to hear clearly with the upbeat pace of the song. This creates an effect with the audience as they can watch the music video with ease and still be able to understand what is going on by the visuals used on screen, it allows the audience to not have to pay full attention and concentration and just enjoy the video.

Another example of a relationship between the lyrics and visuals is shown when Bruno Mars sings the words "Stop. Wait a minute. Fill my cup put some liquor in it". At this point in the video Bruno Mars alongside his male dancers are dancing in a single file line as all the dancers make a stop signal with their hands and the first male dancer turns round and pours a drink into Bruno Mars cup. This is showing that by the lyrics "Fill my cup put some liquor in it" this is showing that Bruno Mars wants to have an alcoholic beverage and ultimately have a good time with his friends. It is imperative that Bruno Mars uses a visual in this part of the song as some people may be unsure of the word "liquor" and not fully understand what Bruno Mars may be singing about. This is creating a relationship with the audience as it makes a comical representation of the dances as they all move in time with each other but also dance in a simplistic manor to help the audience understand and gain knowledge of the song; for example making the stop hand signal.

Stop signal

3) There is a relationship between music and visuals

There are elements of relationships between the music and visuals throughout the music video. Overall these help to make the music video flow and gel together well to produce a memorable and successful music video.
My first example from the Uptown Funk music video of a relationship between music and visuals is evident from the very opening of the music video. A beat is played which is matching to a woman in high heels and a short dress showing a lean leg. Her steps are in time to the beat playing at the beginning of the song.

This type of concept helps to make the video relatable to the target audience. With the use of a repetitive beat which is constantly in tune with the movements from the dancers and artists themselves within the music video is helping the audience to realise a repetitive pattern and therefore they will gain an understanding of what may happen next. Therefore they can enjoy the video more as they can recognise the repetitive and funky beat which will make the video overall more enjoyable and memorable for the target audience.

4) The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work

This concept is shown in the Uptown Funk music video when there is various close up shots used through the use of cinematography. The close up shots are used mainly to show facial expressions and singing of the main artist and singer Bruno Mars. The use of close up shots helps to build a relationship with the audience as it gives the video a more personal style as the audience are able to see closely what they artist may be presenting through their use of facial expressions and body language. This is shown in the Uptown Funk music video at various points when Bruno Mars is shown through the use of a close up shot.

A close up shot of Bruno Mars singing

The use of a close-up shot to show the artists performing to the camera builds a relationship with the audience. This is because it makes the audience feel as though the artist is singing or looking directly at them which makes it more personal, understandable and relatable. This will have an effect on the audience as they will believe they are personally involved in the music video which will ultimately make the music video more enjoyable and memorable for the target audience. Additionally the use of close ups helps to reinforce that the artist is the most important individual in the music video. It also shows them in a voyeuristic way which makes fans fall in love and become a fan which will ultimately create more publicity and popularity.

5) There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body

This element is used frequently within the Uptown Funk music video. The use of looking at females and the female body in a voyeuristic way is presented throughout the video. Straight from the outset Bruno Mars is seen to be watching a woman walk past in a short dress and high heels. He is also seen at many different points in the video to be watching many different females in a voyeuristic way.

These elements show women to be objectified which is the way they are portrayed in the Uptown Funk music video. By using this technique it shows Bruno Mars the artist to be portrayed in a flirtatious and to look good and ultimately get the girl. This may effect the audience as it presents Bruno Mars as a love icon, which may make them fall in love with him and gain him more publicity.
The woman's costume is also an element of presenting women in a particularly voyeuristic way, this is due to their tight fitted clothing, high heels and bare legs. This shows Bruno Mars to attract attractive women which is also an characteristic of the genre by having an attractive love interest featuring in the music video.

6) There is often intertextual reference

There is no existent intertextual reference in the music video Uptown Funk. This argues against Goodwins's music video theory as the video tries to avoid using intertextual reference in the video so it won't steer the audience away from recognising Bruno Mars talent. The video's main focus is of Bruno Mars's performance whether it be singing or dancing and it presents him in a light which shows him to be extremely skilled and successful. This effects the audience in a way which will make them idolise the artist. It will increase their love for the artists and hopefully gain the artists publicity as it will make the audience believe this standard of talent will be expressed within all of his other work.

7)Whether the video is primarily performance based, narrative based or concept based

The uptown funk music video is primarily performance based, this is due to the high majority of the music video being of a dancing and singing nature. throughout the video almost all of the shots show bruno Mars to be either dancing solo or in a group or singing towards the camera. This is presenting the music video to be primarily performance based. The music video doesn't follow a narrative based music video as it doesn't show a clear or strong story line which the audience can easily follow. You could perhaps say that their is an element of a concept showing that Bruno mars being a successful artists allows him to create a fun life style for himself which also allow him to be successful when it comes to girls and women which is also a convention of the pop genre. However the music video doesn't present a strong concept that the audience can pick up on.
The style of music video being performance based helps to build a relationship with the audience as it allows them to recognise the artists talent which may make the music video more enjoyable and memorable for the target audience. This may also help the artist to promote their other successful work as it shows that s standard of talent may flow between all their work.

Bruno Mars and dance crew performing

Bruno Mars performing on stage

Analysing Goodwin's music video theory will help me to assist the production of my own music video as I will have a basic foundation of the things to include to make my own music video successful. All of the elements from Goodwin's theory enables the audience to build relationships with the artists or have an impact on the audience in some way.
Some of the things I would like to include from Goodwin's theory in my own music video is the genre conventions , a relationship between music and visuals and also a performance, narrative or concept base. I think these are three of the most simplistic elements that would help to make the music video extremely successful. I think this because these were the things that I noticed the most when watching the music video for positive reasons as part of an audience. I also think these things will be fairly easily to interpret into my own work and to make it look professional and effective.