Music Video AnalysisAndrew Goodwin’s Theory

Madcon – “Beggin’”Jamie Farrow

Goodwin’s Music Video AnalysisAndrew Goodwin stated that there are 5 key aspects that feature mainly in music videos. They are:

1. Music videos demonstrate genre characteristics (e.g. Solo performances in rap music and dance routines in R&B music).

2. There is a relationship between lyrics and visuals (The lyrics can be linked to the video through actions, scenery, actors etc.).

3. There is a relationship between music and visuals (either illustrative, amplifying, contradicting).

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 (a visual style).

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference (to films, TV programmes, other music videos etc).

1. Music videos demonstrate genre characteristics (e.g. Solo performances in rap music and dance routines in R&B music).

•Scenes include the artists, Madcon, preforming to the camera together in a manor similar to other music videos of the same genre.

•The artists are wearing clothing and jewelry which are commonly worn in the genre that they are from, being a rather typical music video from the R&B genre.

•A car is also featured in the music video, a type of car which is commonly associated with the genre of the music video.

2. There is a relationship between lyrics and visuals (The lyrics can be linked to the video through actions, scenery, actors etc.).

“Put your loving hand out baby“ – This is where one of the artists outs their hands out whilst singing that line. This links to the lyrics through actions

“I’m on my knees whilst I’m begging” This is where one of the artists puts their hands as if they are praying/begging, and the crouch so that they are on their knees. This is another link to the lyrics through action.

3. There is a relationship between music and visuals (either illustrative, amplifying, contradicting).

•There are many different scenes when there is a dance crew in time with the music. This shows a visual link to the music.

•This scene is of one of the artists being knocked out by two boxers. This is when there is a slight break in the song, and as the music hits back in, this is when the boxers hit the artist and is synced in time. This is another visual link to the music.

•In this scene the artists are seen wearing expensive clothes, this contradicts the theme of the song which is begging. Contradicting the theme will cause the audience question the story. They might ask “did the artists make it where they are through begging?”

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 (a visual style).

There are many different close ups on the artists, Madcon, rapping, acting and singing to the music. This was done so that the video will promote the artists.

In this video, one of the artists is wearing a hat, and since then, has often been related to wearing similar or other hats. As one of them doesn’t often wear hats, his dreadlocks have also become a trademark which when people think of Madcon, they think one with a hat and one with the dreadlocks.

5. There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

•Here, two women are seen with low cut tops and their buttons un done. As there are not many good looking females in this video, these two stand out as they come across “sexy” because of the way the wear their shirts and their sunglasses. This would appeal more towards the men who watch this video and will make them remember this scene. This scene is utilizing the female body.

•This scene is of one of the artists kissing a lady. This is another example of within the video which demonstrates the utilization of the female body. Firstly because they are kissing, secondly because of the way the man is holding the woman, and lastly as she is dressed nicely.

6. There is often intertextual reference (to films, TV programmes, other music videos etc).

•In this music video, there is a theme in the clothing of the actors, more noticeable in the dance crew. The theme is of 80s fashion, which is represented below. This fashion can be seen in many other music videos which have the same theme or in television shows which are set in the 80s.