Conventions of a new music video and analysis- Andrew Goodwin

Andrew Goodwin in 1998 wrote dancing in the distraction factory which broke music videos down into easily definable features. He stated that most music videos shared similar characteristics or conventions that demonstrated how they were different to films or TV programmes.


Features in Music videos:

• Discontinuity editing techniques are employed. This means shots can be repeated, the narrative or story of the video doesn't need to make sense and many different locations can be used to sell the artist and the song.
• It is only the length of the song and generally features no dialogue just music.
• It is a promotional tool for the artist and therefore features close ups designed to sell the artists star image.
• Lip syncing is generally a key feature and is employed to sell the artists look and image.
• Lyrics tend to match the visuals
• Music videos tend to be cut to the beat of the song. Music matches the visuals.
• The male gaze is always employed in music videos as 'sex cells.' Women are generally viewed in a more sexualised manner with more scantily clad clothing.
• Music videos play inter-textual reference to other media products, e.g. they are often influenced by films.
• Scopophilia (the art of watching)

Analysing Bad Blood:

• Through the use of the mirror popping up, we see a long shot of Taylor Swift, demonstrating the use of scopophilia as she is seen as being watched through the mirror.
• The use of the title and font is reminiscent of the film Pulp Fiction, showing the intertextual reference points.
• This is followed by the close up of her, which sells her star image, alongside the male gaze.
• There are more sexualised shots, panning across her body.
• The song is cut to the beat as the visuals change to the next shot when there is a different beat.
• Editing techniques such as slow motion, dissolves, jumpcuts and split screen are used repetitively throughout.
• Sword fighting is also cut to the beat
• There is a mixture of performance and narrative. e.g. she sings whilst there is also a story going on around her.
• Everytime there is a chorus, it goes to a close up of Taylor to sell her star image, aswell as show she is the one who is singing the song.
• Lyrics match the visuals as we see a fight take place when she sings 'bad blood.'
• A range of different locations are used to sell her star image, including her on a bike, on a boxing ring and being operated on.
• When song slows down the pace of the video slows down.
• More intertextual references.

Welcome to A2

This year, I will be focusing on music videos and analysing how they appeal to the target audience. I will be creating a music video website digipak for a new music artist, designed to promote them and sell them to their audience. The artists I like include: