Andrew Goodwin writing in 'Dancing in the Distraction Factory'. (Routledge, 1992)
1) Music videos demonstrate genre characteristics
2) There is a relationship between lyrics and visuals
3) There is a relationship between music and visuals - largely to do with editing
4) The demands of the record label will include the need for lots of close ups of artists 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) and particularly voyeuristic treatment of the female body
6) There is often an intertextual reference - to films, tv programmes, etc.
Reference for intertextuality: Orange's advert featuring Snoop Dogg - references the film and music industry
The XX 'On Hold' Music Video:
The music video for 'On Hold' by the xx is conventional to the Goodwin theory to an extent. The video begins by introducing the characters and settings through close ups and wide shots. There is dialogue initially to introduce the narrative and the most obvious meaning of the song which is a phone call being put on hold. There is a pan and then it cuts and the lead singer appears in frame on a pay phone. Throughout the song it cuts between the characters and the actual performers. The performers are not heavily focused on. However, they do still feature a lot within the video. The variation between their age and the characters age allows the audience to identify them as the star image and shows that they are re-capping on past events within their teenage years. The music and visuals are parallel as they work and make sense together. They tell the story of a young relationship that initially appears fun and exciting but eventually ends up breaking down to the point where the people no longer speak.
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