Ideas

I created a mind-map of ideas for different shots and narrative appropriate for the song we have chosen, 'Never Meant' by American Football. I will use these ideas to create a moodboard of further ideas and examples of shots and ideas for the music video.

Theories of Music Videos

Theories

Andrew Goodwin

Goodwin believes that music videos should represent stereotypes and conventions of the genre. E.g. a girl band should have lots of dancing in their music video.

Sound and Vision - clear relationship between lyrics and visuals. E.g. the video can be:

            Illustrative - where visuals represent the lyrics
            Contradictory - where the visuals contrast with the lyrics
            Amplification - the manipulation of audience through repetition of key meanings
            Disjunction - where the songs meaning is ignored

Notions of Looking - this is when we are 'watching' the performer. It is related to voyeurism and typically features windows and mirrors.

Star Image - the promotion of the star through the video using frequent close ups and recurring motifs to represent the artist.

Intertextuality - reference to other media songs (such as other songs, films, etc.). It allows the audience to quickly decode the meaning.

Research Survey

Alice Hicks and Amelia produced a survey to find out what the audience wants from a music video. We can use the results to construct our media video so that it will appeal to our target audience.

http://www.surveymonkey.com/s/9X89B33

Key Theories

Video Analysis