Textual AnalysisShauna Penfold

Andrew Goodwin's Rules • 1. Music videos demonstrate genre characteristics

(e.g. stage performance in rock video, dance routine in hip hop etc).

2. There is a relationship between lyrics and visuals (the words are interpreted visually either through a narrative, or figuratively through signs and symbols) NB. Narrative in songs – this is often incomplete and fragmentary. Music promos often suggest storylines or offer complex fragments in a non-linear order, leaving the viewer with the desire to see them again.

3. There is a relationship between music and visuals (the editing of the visuals is closely linked to the rhythms of the music)

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, mirrors etc) and particularly voyeuristic treatment of the female body.

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

Little Mix- Black Magic

This music video genre comes under spectacle because it is a video that relies on clever imagery, performance, content, effects or references to cultural intertextuality to reach an audience.

There is a relationship between lyrics and visuals

The lyrics in the song refer to “black magic” and these visuals show that in the music video throughout, so showing to the audience what magic they have to make it clearer to the audience.

There is a relationship between music and visuals (the editing of the visuals is closely linked to the

rhythms of the music)

The first sound that the audience hears in a school bell and the first image is a school so straight away the lyrics and the music links. The camera movement is slow and so is the bell so the tempo and the sounds fit together.

As the sound picks up, which is the sound of people talking, the visuals shows people talking and people riding there bikes fast so as the music picks up so does the people riding their bikes.

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).

These screenshots show a close-up of all of the members of the band, showing that even though they are a band they still are important individually. Also they all have different powers in the music video making the focus on them as individuals rather than as a band, however there are aspects of the music video which show thy are a band.

Wiz Khalifa- See you again ft. Charlie Puth

“See You Again” is a tribute to the late Furious actor Paul Walker who died tragically in November of 2013 after his car crashed and burst into flames in Valencia, CA.

This music video genre comes under spectacle because it is a video that relies on clever imagery, performance, content, effects or references to cultural intertextuality to reach an audience.

There is a relationship between lyrics and visuals

As this song is about an actor Paul Walker who passed, the lyrics are amplifying the friendship that him and the other actors had and when they are going to see each other again, so the lyrics establish a cold feeling and the video enhances this sad mood.

‘When I see you again’ is part of the lyrics and at this point in the music video near the end the two cars depart different ways so they do not know when they are going to see each other again so that is why they are going different ways on the road. (Screenshot shows above)

There is a relationship between music and visuals (the editing of the visuals is closely linked to the

rhythms of the music)

The tempo of the song is very slow and so the visuals on the screen show that as the artist is singing and playing the piano so the mood is very mellow and slow.

When the song starts to pick up the tempo the visuals link to this as they are showing fast cars, racing and this emphases the song getting a little faster, and the fast cars link into Paul Walkers acting career.

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).

These screenshots show the close-ups of the main actor in this music video, as the song was dedicated to Paul and was used in fast and furious 7.

The transition from the screenshot on the left too the right shows the close-up of the two friends, emphasising the lyrics of friendship on the music video.

OMI- Cheerleader This music video genre comes under spectacle because it is a video that relies on clever imagery, performance, content, effects or references to cultural intertextuality to reach an audience.

There is a relationship between lyrics and visuals

When the artist is talking about that he found his cheerleader, the female is in the background showing to the audience who his cheerleader is.

The lyrics in one section are “Mama loves me too” and his mother comes up in the music video again showing to the audience who his mother is and emphasising this by using a picture.

There is a relationship between music and visuals (the editing of the visuals is closely

linked to the rhythms of the music)

There is an instrumental part in the song which is a trombone which is a slow mellow instrument, and the visuals are cross cuttings of images and they are all in slow-motion and the tempo of the music fits in with the visuals.

As the instrumental, of the trombone, gets faster so does the editing which show different images of the artist and they are both dancing, showing to the audience what it seems like is they are dancing to the music without it being obvious.

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

These screenshots show the treatment of the female body, particularly in the top left corner there is a close-up of the females bum, exploiting her assets and what males see first. The bottom picture is a close-up of the female and the lyrics when this visual is are “do you think I am pretty” showing that its all about looks for men and women, that men what females to look good and females want to look pretty.