The Beginning of My Research

Now that term has begun, I'm beginning to learn in more depth about the task I have been set. In the 5 lessons I have had so far, I have already looked at conventions of different music genres as well as skills applied that were key parts of last years study (editing, cinematography, mis-en-scene and sound). It is the sound this time that needs to be focused on and it is these other techniques which will revolve around it.

To get the best marks and produce a video of higher quality, following Andrew Goodwin's framework of music video analysis is advised. There as 6 main features that are stated:

• Music videos demonstrate genre characteristics. (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).
• There is a relationship between lyrics and visuals. The lyrics are represented with images. (Either illustrative, amplifying, contradicting).
• There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music. (Either illustrative, amplifying, contradicting). This is linked to the concept of Synaesthesia - Seeing the sound, the visual, including the editing make the sound visual. There is a physical representation of verse/chorus structure.
• 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 that reflects their star image/persona).
• There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc.) and particularly voyeuristic treatment of the female body. (Mulvey)
• There are often intertextual references (to films, TV programmes, other music videos etc.). 

I will need to take a closer look at all of these features so that I can apply then appropriately to my video when I come to planning and producing it.