THE MEDIA THEORIST ANDREW

GOODWIN IDENTIFIES 6 KEY ELEMENTS

OF MUSIC VIDEOS:
1. A relationship between the lyrics and the visuals which
illustrate, amplify or contradict the lyrics
2. The relationship between the music and the visuals
3.Genre related style and iconography present
4. Multiple close ups of the main artists or vocalist: the creation
of a star image to promote a recognisable brand image
5. Voyeurism and notions of looking
6. Intertextual references to other media texts may be present
We can conform or challenge these conventions within our
music video.
THE MUSIC
VIDEO

However, we did decide to
conform to the convention
twice because our narrative is
very free and does not follow
proper storyline. It is a day in
the life narrative. By
conforming to the lyrics we
bring some structure to our
video, but by only doing this
twice we make sure that our
narrative is not ruined.
RELATIONSHIP BETWEEN
LYRICS AND VISUALS
Our music video conforms to this convention. The first example on
the top left hand corner, shows Lloyd eating. This extreme close up
cleverly links with the lyrics ‘Got another mouth to feed’. As well as
this the second example shows Will wrapping tickets around him.
This links with the lyrics ‘Is it coming’ as the tickets are quickly
coming out of the arcade machine. It is also noticeable that we link
our lyrics up with the words ‘I’m a rebel just for kicks’ which in
British slang means shoes.
We deliberately conformed to this convention, but we only decided
to do this a few times because we did want to ruin the narrative of
our video. We did not want to focus too much on the lyrics, instead
we focused more on making sure that the shots matched up with
the music. As this is the most important convention. If the shots did
not match with the music the video would be out of time and would
not work or flow correctly. Whereas if the shots do not match up
with the lyrics this does not matter as much.
Our narrative/theme was also taken from the lyrics of the song. These
lyrics are:
'I been feeling it since 1966 now’ and 'Let me kick it like it's 1986
now’.
These lyrics inspired us and we decided that we could make our video
fit in with this time period. So we went on to wear clothes from these
time periods- the 60’s and 80’s. We also noticed a repetition of the
word 'rebel’ throughout this song. This reminded us of this idea of
rebellion. We know that hippie’s were seen as rebellious, doing drugs
and other activities. So we felt that this further enforced a hippie vibe.

What was also noticeable, was that we linked up the visuals to the
lyrics when we started a new sequence. Such as when we went
from one activity to another such as, from skating to bowling etc.
We change to different activities throughout our video.
This helped to establish the scene, and reinforced the narrative.
(the hippie theme and the day out)
RELATIONSHIP BETWEEN MUSIC AND
VISUALS
We also followed this key convention. This by far
is the most important and most used convention
which we have conformed too. When the music
and visuals directly link together it makes the
music video flow smoothly making it seem more
professional, well thought out and well put
together.
Examples of our music video following this
convention are seen to the left. The first example
shows us going down a hill on a skateboard. Quick
cross- cutting is used in time with the music,
going through each characters turn going down
the hill.

For our second example a montage is used, using

elliptical editing. It includes snapshots from
throughout the day. This is seen in some music
videos, but not often. By using this we connote
the idea of looking back on the day which links
with our loose, linear narrative. The tempo at this
section of the song increases and the speed the
visuals change directly link with the music.
Changing at a quick pace.
As well as this, throughout the video our visuals
continuously link with the music. Cuts are made
 ICONOGRAPHY
This is one convention which we did conform too, but in different ways.
Our chosen song comes from an Indie/pop genre. So our video
connected aspects of each genre. Aspects of the pop genre are seen
within our video. Such as the vibrant colours we have decided to wear.
This also links to what the artists of the indie/pop genre wear- they wear
quirky clothes. As we have also done. The mise-en-scene here also links
to the lyrics which sing about the year 1960’s the hippie movement was
big at this time so we have also dressed in a similar way to the year
which is being sung about, this reinforces the narrative structure. As
well as this another element of the pop genre is seen when we dance at
the end of the video. Aspects of the indie genre on its own are also seen.
Indie Rock artists tend to wear darker clothes, as seen to your left Lloyd
and Amelia wore darker colours compared to me and Will seen on the
bottom right.
As well as this Indie/pop music videos
tend to be shot in simple locations such
as streets etc. We have also done this as
seen in these screenshots, we have
filmed down paths in a wood. However,
our other locations are not so simple such
as the arcade and bowling. Here we have
challenged the conventions.
Finally, Amelia keeps signalling the peace
sign throughout the video this links in
with the hippie aspect of the video.
We also noticed different genres in our music video, not
just aspects from indie/pop music. This is uncommon
and not usually a convention used In many music videos.
Aspects of Rap and Rock/Punk music are seen in our
music video. The rap genre is seen with the use of a
graffiti background when we go skateboarding. And then
skateboarding is seen as rebellious which is often linked
with the Punk genre.
By doing, this we have catered to a wider audience, and
this links in with our audience research. One participant
said that they listen to different music depending on how
they feel. So by conforming to conventions of different
genres we have made our video appeal to everyone.
This links to the punk
genre

Rap
genre
 CLOSE
UPS
As seen here we also conformed to this
convention. 4 medium close ups are
used at the beginning of the music
video. This introduces the audience to
the main characters of the music video.
Allowing them to become connected to
them. The close ups focus on the action
of the characters as well as the location
in the background. This lets the
audience learn about who they are
individually as a person.
We included different type of close ups,
for example, we included an extreme
close up of Lloyd eating this
emphasises the direct link between the
lyrics and visuals. We also used
medium close ups, these made sure
that the characters were noticed clearly
but still made sure that the The close ups above bring across
Binary opposition is seen location/background were visible. This a feminine vibe. The female
through the use of close was useful for our linear narrative characters are accessorising
ups. As pictures above. which aims to focus on the individuals, themselves. Whereas the male
the locations and the actions through close ups bring across a male
the elliptical editing. vibe.
 INTERTEXTUALITY
This convention is one which we did not
deliberately conform too. However, when
looking back at our video we noticed uses of
intertextuality.
The long shot which includes all 4 characters
references other bands of this genre. For
example, other indie rock bands have taken
photos stood in front of a graffiti wall. As
seen to the left hand side, the band Blur also
did this. The indie/psychedelic band Coldplay
have also done the same. As our song ‘Feel
it Still’ comes from a similar genre we have
managed to reference a convention of this
genre. What is also noticeable
is the colours and
clothes worn by us and
the band members. As
mentioned previously,
this is intertextual as
our clothes reference
aspects of this genre.
There is also intertextual references at the end of the music
video during the dancing scene.
Amelia’s dance moves reference the Quentin Tarantino movie
‘Pulp Fiction’ made in 1994. This dance move was commonly
used in the 60’s which links directly to the time period of our
music video.
The dance move I use also has intertextual references. It is a
common disco dance move and has been used in films such
as ‘Saturday night fever’. This was made in 1977, linking our
video back to the 70’s.
As myself and Amelia’s dance moves link back too the 60’s
and 70’s. Lloyd and Will’s dance moves link to modern day.
This links back to the idea that our video is set in the 60s etc
but made today.
Lloyds dance move. The Whip nae nae, references the
song by rapper Silento. This move became a viral
sensation in 2015. This will appeal to a younger
audience. The people included within the music video for
this song are all young and so are we. As you can see to
the right they all wear bright colours and are in front of a
graffiti wall. This links to our music video.
As well as this Will, also copies another viral trend. Which
is happening currently. This is seen to your right, this again
shows that our video was created this year.
By references these current/modern trends we help to
add a sense of celebrity/star appeal, this is a convention
which many artists use. Such as Sia’s video for Elastic
Heart which includes Maddie Ziegler. Obviously it was
not possible too include celebrities so by referencing
them we help to engage our audience. This also links to
our audience research as Lloyd mentions Sia’s music
video and the need for star appeal.
Intertextuality is also seen at the beginning, within the
match on action sequence. Lloyd’s room includes
posters from the magazine NME. This magazine focuses
on the indie genre. So subliminally, links in with the
genre of our song. As well as this, NME is the magazine
that we included on our magazine advert, so this links in
with the music video and our ancillary products.
When looking at the posters presented, we can pick our
the Stranger Things poster. This recent TV show lets the
audience know that our music video is recent. However,
the TV show is set in the 80’s and includes references
from this time period and earlier, referencing movies
such as Star Wars and Ghostbusters.
This links to our video as it is made in 2017/18, just as
Stranger Things is but is set in the 60’s/80’s.
 VOYEURISM

Finally, our video also includes aspects of this convention.

However, we do not use this properly a much, as the video
follows a narrative which portrays interactions between the
characters. Where they pay attention and look at each other
instead of looking at the camera. This therefore means that we
do not focus as much on engaging the audience. However,
despite this we do deliberately engage them twice throughout
the video.

Voyeurism is seen at the beginning with all 4 of us looking

straight into the camera. This draws the audience in making
them focus on who the characters are right at the beginning.
This is seen on the bottom left of this page.

It is seen again when we pose in front of the graffiti wall.

 Voyeurism is then used quite often. But
serves a different purpose. Picking out
one example of many, is the image
seen to the left, during in the arcade
section when Will and Lloyd look into
the camera. This gives a point of view
feeling to the video making the
audience feel as if they are there with
the group of friends. This again engages
the audience.

There are also many points within the video where

we look at each other, such as during the dancing
scene and the meal scene. These are just a few
examples as it happens throughout the video, by
doing this we should that our friendships are
genuine.
ADVERT
Another common convention is to
include the album cover. We decided
to follow this convention and used the
same images in the same order as we
did on our digipak. This creates
consistency and a recognisable brand
image.
We also included the release date and
brief information of the album. It reads
‘Available now’ so the audience know
when they can purchase the album. As
well as telling the audience which
song is included. The words ‘Number
one hit’ are also commonly used. This
helps persuade the audience that the
songs are good, so they therefore buy
the album.
However, we did not include social
media links or say where you can
purchase the album. This is because
we believe that the audience will
already know how to find the band
online as more people use social
media these days. We know that by
typing the artists name their accounts
and album will appear. So we didn’t
think this was a needed convention.
We have followed mostly all the
codes and conventions on our
advertisement. If we hadn’t have
done this then our advert would not
have worked effectively.
As seen we include the artists name
and the album name, this is a
common convention. Without it the
advert simply would not work.
As well as this the font, font style
and colours all link in with our other
media products. This consistency is
another convention we have
followed and allows the audience to
easily recognise our products.
At the bottom of the advert we
included reviews from well known
magazine Kerrang and NME. This
helps promote the album to the
audience as the album has been
given 5* by well known companies.
This persuades the audience to buy
the album.
DIGIPAK
 FRONT COVER
Like the advert, our digipak follows the forms and conventions of real
media products. Notably, our front cover links in with our
advertisement. We use the same layout for the pictures here as we do
for the advert. The images are the main focus of the front cover,
standing out against the vibrant background. This is a common
convention for digipaks. The eye catching layout of the 4 images
engages the audience, making them focus on the individuals. As well as
this, a hippie theme is also visible throughout all of our media products.
This helps to make the media products recognisable to the audience.

The hippie theme is noticeable here through the background. Which is

psychedelic and vibrant. As well as this the images used tend to have
some relation to the song/artist, this is another convention which we
have followed. The images link into the song as they show the
characters used within it, the clothes they wear also link to the song
which sings about the years the hippie movement happened. (60s)

The song and album title are also visible. Again this is another
convention we have followed. This allows the audience to know who’s
album it is. The font used also links to the band themselves and their
genre which is Indie Pop/ Psychedelic. Portugal. The Man’s album name
‘Woodstock’ references the festival. Which occurred in America in 1969,
this again links to the hippie theme. We deliberately chose a font similar
to the original ‘Woodstock’ font.
 BACK COVER
For the back cover we challenged many conventions.
However, we did comply to some conventions. That
being the track list. As seen to your right we decided to
make the track list the main focus of our back cover. By
doing this we allowed the audience to focus on the
songs included in the album, rather than focusing on any
images. This is why we used the same background
pattern instead of inserting an image, this would take
the audiences focus away from the music. Which is the
main purpose of a digipak- to listen to the music.

The conventions we challenged were:

Including the artists name and the album name. We
didn’t feel the need to include this as we felt the artwork
and fonts used spoke for itself. Indirectly, reinforcing the
idea of a hippie vibe associated with the band.

Another convention we challenged was including the

barcode and the record label. Again, we felt that this
would take the audiences attention away from the main
aspect of the digipak. We really wanted to make the
audiences attention go towards the band, their genre
and their music
 INSIDE THE
DIGIPAK
When creating the Inside of our digipak
we conformed and challenged the
conventions. As you can see to the right,
we conformed to the convention which
states that there are usually behind the
scenes pictures included. We decided to
follow this convention inserting 4 images
of the individuals posing behind the
scenes of the music video. This lets the
audience learn more about their
personalities and who they are as
people.
However, for the CD we did challenge
some conventions. That being the small
details usually including on the CD such
as the recording companies name, the
name of the name of the album and the
CD number. We decided against this as
we wanted our audience to focus on the
image used for the CD itself. We decided
to link in the CD and DVD with the music
video using a skateboard wheel and
bowling ball- seen in the video. This does
link to the convention of a recurring
theme throughout.