Diversity of music videos - Miss Miller

Diversity of music videos

A diverse music video is effective as the artists stand out from other music videos and catches the audiences attention. A diverse music video allows the record label and the artist the freedom to be creative as they want through elements such as the narrative, performance and concept. For my research I analysed and watched various music videos to gain some understanding on diverse music videos. There are many advantages and disadvantages of diverse music videos. An advantage is that its memorable, it engages with the audience and people remember particular things about it ands stands out which means publicity. And finally a wider appeal to wider/different target audiences.
Furthermore, disadvantages are building a relationship with the audience is difficult, and its hard to understand and see the picture of eg. story line. Theres not much publicity and docent become well known and might loose fans and put them off because they are quite strange and disturbing.

Chris Cunningham and Micheal Gondry are two music video directors that are diverse. They create music videos that do not conform to stereotypical genre characteristics.

Chris Cunningham

Chris Cunningham is a British video artist. Cunningham has primarily directed music videos for ambient music and electronica and Aphex Twin. He has also created art instillations and directed short movies. Cunningham has had close ties to Warp Records since his first production for Autechre. Video's for Aphex Twins "come to daddy" and "windowlicker" are perhaps his best known. The video "windowlicker" was nominated for the 'best video' award at the Brit Awards 2000. Chris Cunningham creates diverse music videos, ones that stand out from others so he gets noticed easier. One video that shows that this is evident is 'Frozen' by Madonna. Chris Cunningham directed this song and shows features of it being diverse.

The video above shows the song on YouTube, where i have watched and analysed. This music video has genre characteristics of dark colours, which is unconventional of the pop genre and dark desolate empty desert setting. 'Frozen' relates to a few of Goodwin's theory. Point 3 where there is a relationship between the music and visuals, this is shown through when Madonna lays on the floor, the frame changed, the beat hit and the birds arrived. Furthermore, there was also close-ups of her face and body constantly, showing her in a voyeuristic way, which is good as it helps to create a relationship with the audience easier as they can understand and see her more closely. Moreover, there was two of the style of the video's. The performance was Madonna singing to the camera and the concept is love can be negative, possessive, consuming and this is seen through clothing, location and use of a dog. The artists representation shows her as creative and mysterious by her covering her face and giving to the audience an possessive look. The creativeness is because of the way the animals have been edited to turn into them. The style of the video is primarily performance based, allowing the audience to connect with the artist as the video becomes more direct. many shots shown of Madonna portray her directly looking into the camera performing to the audience which helps build a relationship between them as a connection is built through the way she expresses her emotion.  Her face within the video is covered quite a lot which with a cape which shows effect and a cryptic vibe. This makes the audience feel quite scared and worried as she gives a look of possessive and strange as a lighting effect is used over the top of the shot which shows a blue style/effect to the image. This portrays her as cold hearted, and portraying her emotions through that.  This creates a close relationship between the audience and the artist as she is direct words the audience and is being quite personal. 

Another video I looked at that was directed by Chris Cunningham is 'WindowLicker' by Aphex Twin. This music video has a genre of electro.

This music video holds genre conventions of a dark city setting, dancing and swearing and explicit language throughout the video. From Goodwin's theory it shows the women included in a voyeuristic way and the visuals match the music when Aphex Twin is dancing with the umbrella. Moreover, the style of the video shows narrative, performance and concept. The narrative is men trying to chat up women, the performance is dancing and the concept shows that women are gold-diggers and only want men for their money. The artists representation shows him as charming, this is through dancing and the money shown on screen, showing that they are flashy and wealthy. Also that he is vain as he is producing his

own face onto girls around him, showing that he likes the own sight of his face. The girls are also represented as rich, this is shown through iconography of them pulling up in a limo in front of the men, showing off in front of them. The artist is shown as flirty as he talks to the girls and talks to them in a sexual way whilst sitting in the drivers seat of his car. We also see him in a different manor, which the audience are impressed with, which is shown through his dance moves, which impresses the girls instead of being reluctant and not interested when talking to the other men. This video is unconventional due to the location of the music video, it has a urban street location, whereas is would be expected to be represented in a club-like scene. Goodwin's theory is shown through the voyersitic theme of the female bodies being portrayed in a sexual way. This is when the girls are standing next to the limousine and because of controversial objectification the music video could stand out to the target audience and lead to free advertisement because the way they are being shown and the audience will be talking about this a lot. This may have been done purposely to promotion does not have to be paid for and it just happens itself.

In Addition, the final video I analysed by Chris Cunningham is also by Aphex Twin, but this one called 'Come to Daddy'. The genre conventions of this music video are overall un-conventional. The video included old women, showing that they are being terrorised and scaring her. Also little children(girls) running around and holding the artists face on a television screen, which is photo shopped. From Goodwin's theory is includes promotion of the artist, by the artists face on the girls and this being produced to the audience. This is unconventional as younger girls are used, this because we would expect to see characters involved the same age as the target audience, which usually helps the audience relate a create a relationship with the audience

quickly and easily. Also credits at the start of the video and also the logo. The style of the video shows narrative, concept and performance. The narrative in the form of old women walking her dog and then being terrorised, and a male walking past. This is diverse as usually artiusts want to be represented in a good way and with a positive vibe towards the audience, however this is the other way round within this music video, and this is done to catch the audiences attention and stand out more to other 'normal' music videos. The performance is the television and concept shows that the kids are rebellious and media influences children, showing them as violent. The artists representation shows Aphex Twin as creepy, rebellious, weird and unusual. The drum and bass genre is conventional as we see flashing images that are face paced and shown very quickly towards the audience.

Michel Gondry

Michel Gondry is a French film director, screenwriter and producer. He is noted for his inventive visual style and distinctive manipulation of mise-en-scene. Gondry's career began with his emphasis and emotion. His career as a filmmaker began with creating music videos for the French Rock band; Oui Oui, in which he also served as a drummer. Michel Gondry creates very similar music video's to Chris Cunningham as they are both diverse directors who like to stand out from the crowd and be seen as different. My research has led me to look at two of Michel's videos; the first artist being the 'white stripes' and the second being 'Kylie Minogue'.

The first video I looked at was by 'The white stripes' with there song The hardest button to button. 

This is the video from YouTube I have looked at and analysed from. This music video has a genre of Rock. The genre conventions are conventional of the instruments used, which are drums and an electric guitar. Their clothing is also conventional as they are wearing very dark colours, with the main ones being black and red. The artist is represented as talented, but also quite scruffy. He is wearing black, so makes him seem quite dull and low, which is quite stereotypical for a rock artist. They are also represented as mysterious within this music video as there isn't a lot of things that represent and show their personalities, which means its hard the for audience and the artist to create a relationship with each other and be able to relate to the artist as well as the lyrics. The artists do not really dance within the video which could represent them to the audience as chilled and relaxed personalities. 

From Goodwin's theory the instruments show the genre, it is performance based and the music and visuals match, as every time there is a new beat a new image appears. There is no narrative in the style of the video or concept, but there it is performance based. There is singing and dancing, and tapping of the foot and playing the drums. The artist representation shows the white stripes as talented through the use of instruments, mysterious as there is no story line and no visuals to portray their personalities towards the audience and is very relatable and down to earth. Having the instruments played in the song visually being played onscreen is also conventional, nespecially as they are drums and guitar. This allows the audience to see the way the music would have been created and the way the instruments would have been played for the recording. 

The second video I looked at where Michel Gondry was the director was 'Come into my world' by Kylie Minouge. This music video had as genre of pop. This genres conventions are usually upbeat and repetitive. The genre of pop is displayed conventionally through the cheography and dancing. The genre conventions are of dancing in the background, which also shows young kids which is conventional. Furthermore, Kylie's costume was not revealing, and she is wearing jeans and a pink top and jacket, which shows that this is unconventional of the pop genre, as well as the setting which is set in an urban street, which is not glamorous and doesn't show her in a pretty lady like way. The genre of pop is displayed clearly through from the way that there is choreography that would have had to be fully planned and escalated efficiently in order for it to be pulled off. The audience can be familiar with the genre a lot more easily then and can half expect

what the video is going to do next. Moreover, From goodwins theory the music and visuals match, every beat she walks has a new step and is co-ordinated, which shows she is into the music and trying to get the audience involved. The video is performance based as she is singing. In addition, the style of the video shows a narrative. The narrative shows kylies world, showing her daily routine of her life which includes the background of a motorcyclist and a woman throwing stuff out of the window. The performance shows her singing to the camera and the concept shows that life is repetitive and her lifestyle isn't as glamorous as it seems, and what everyone thinks that she is a pop-star and lives a high life. The artist representation shows that her costume is pink, plain and dosent represent her character. Also that she is vain, as four of her appear by the end of the video, representing her narrative, also relatable as it shows kylies day to say routines and activities, e.g picking up dry cleaning. The timed co-ordination within her music video is conventional to the pop genre as it is a way the audience can remember the song easily and it makes the music video more enjoyable to watch, as she is in time to her own music. 

Cunningham as a director creates a weirder theme to a music video that puts his target audience on edge and in a weird position when watching it, whereas compared to Michel Gondry is very creative. Both of these are very similar as they both clone the artist. They are also both very similar due to the way they both make diverse music video's which makes them memorable and the audience will never forget the type of music videos that they see and the music they hear.

Overall, i feel that by analysing Chris Cunningham and Michel Gondry i have learnt how diverse videos can be a positive, even if they are seen as different and unusual to the audience. Comparing Chris and Michel has helped me see what type of videos they both create and why they do this. Chris mainly involves the genre of rock and elctro and involves dark scenery whereas Michel mainly holds the features of pop, but shows them in a unconventional way. Analysing these videos has helped me to see how diverse videos become popular and what there purpose is. When something is memorable like a music video, the audience are more likely to remember the song  and the video which is shown as well which brings the artist more publicity. From this research i am thinking about using the genre of pop as Michel's features of pop work well and create an relationship with the audience easily and quickly.

Research into Censorship - Miss Miller

Research into Censorship

Introduction

Censorship is the suppression of all or part of a play, movie, letter, or publication considered offensive or a threat to security. Censorship is used on certain music video's to protect young people from either seeing explicit images or language, as this can influence bad behaviour on them. Censorship on the television is only shown after 9pm, which is named the watershed, as this is considered a reasonable time for children to either be asleep or not watching television at night time. After 9pm things like drugs, sexual references or nudity may be used, and this is shown after this time to protect the younger people.

Ofcom

Ofcom is the regulator and competition authority for UK communications industries. It regulates TV and radio, fixed line telecoms, mobiles, postal services and airwaves which wireless devices use. Under the communications Act 2003, Ofcom has a duty to draw up, and from time to time revise, a code for television and radio services covering programme standards. This includes the protection of under 18's. Ofcom states that the rules are laid down for watershed to help parents protect their children from unsuitable material, whether its on the television or radio.

Ofcom makes extensive use of consultations with industry and the public to help make its decisions based upon the evidence presented. This begins with publishing documents on their website asking for views and responses. After this Ofcom then releases responses on their website and will use this as a basis for their decisions.

Artists video's that have been censored that I have researched is Rihanna - We found Love. This song was talked about a lot in the public, that explicit language and references on screen where too strong to be shown before 9pm. This song was then censored because of nudity, drugs, smoking, stealing, gambling and many more. The main reason for this also being censored is the fact that her target audience is teenagers, and this video would influence them in a bad way, leading them to perform the things that Rihanna is in her music video.

Point one - Artist

The artist which I researched into is Rihanna. As any artist would feel, Rihanna believed that her music video shouldn't be censored and felt that she was being targeted by the public. Rihanna felt that her music video was just her expressing her feelings and story to the public and no harm was meant to be caused. She states that nudity is a way of expressing that you are free, and no one should feel embarrassed to see this in her music videos, and shouldn't be censored. In a music video of Rihanna's she wore a t-shirt saying "censored", trying to make a point to the audience that she doesn't care what the audience think and censoring her song was wrong. Growing up with her audience is a key focus for her as she believes she adapts her videos to interest/attract her target audience to suit their lifestyles. Rihanna has a target audience of men and women, as women look up to her as a role model, and men find her attractive.

Point two- Record Label

Rihanna's record label is Rock Label and was founded by Jay-Z. Her record label believe that by not putting parental advisory stickers on Rihanna's songs/albums, she is able to reach a wider audience. Any artists record label have control over what is said to the audience, so by her record label wanting to express Rihanna through her nudity and explicit language, this should be fine as no harm is being made. All songs that are censored are very similar and hold the same conventions e.g. swearing, influence of drugs etc. Rihanna feel's that without these things her videos would be boring and wouldn't entertain her audience like she wants to. Without censorship being admitted to music video's they have stated that that the artists popularity decreases because there is nothing new to talk about. Most artists use things such as sexual references and narratives which relates to a past relationships to attract the audiences attention and get them talking about the artist, increasing their popularity. Thirteen on Rihanna's singles have reached number one in the US, which shows that her music is popular and attracts a wide and cultural audience. From this evidence, I feel that the audience don't care how Rihanna presents herself to the audience, they want to watch and listen to something different within the music industry and this is exactly what Rihanna does.

Point three - Parents FOR censorship

Parents for censorship means that they agree that censorship should be used, this may be to protect younger children or they just simply don't agree with explicit use within music videos being created in this era. The demand for music videos and music channels Is increasing and young children are watching them more and more as they grow older. From my research conducted, I found that Ofcom carried out a piece of research from 1000 parents in the UK on the main concerns of music videos. This piece of research showed that the main concerns where younger children e.g. 8-15 were watching music videos and seeing them as role models, and this following on to them wanting to be like them and copy them. As parents disagreed with Rihanna's music video the minute it was released, they had a lot of things to say about other artists as well. Miley Cyrus an artist in the UK and USA was previously known as 'Hannah Montana', a television programme on Disney channel in the late 90's and early 2000's. Hannah Montana was a children's show which was very popular, which was enjoyed by young children and approved by parents. We now see 'Hannah Montana' as Mile Cyrus, a bad role model to the younger audience, as she now includes drugs, nudity and tattooing into her everyday life. Parents feel that their children have grown up wanting to be Hannah Montana, and saw her as the ideal girl/woman, and now have turnt into something most parents wouldn't want to watch. Most parents feel younger children are now committing more crimes and bad activity due to music videos introducing crime as a good thing. I feel from researching into parents for censorship, I have collected some good ideas and thoughts from a wide audience, and how music videos don't just affect a younger audience but an older one too.

Point four - Parents AGAINST censorship

Parents against censorship think it shouldn't be used on music videos and they should be kept as they are, no matter what is involved within the video. From researching into this topic I found that many parents are against the idea of explicit use in music video's. Rihanna's music video's many only be shown on MTV after the watershed, but what use Is this? These video's can still be viewed on YouTube by anyone as their are no restrictions by what can or cant be seen. Some parents FOR censorship believe that children are influenced by music videos but these parents feel that these actions take place in everyday life anyway and can be witnessed by a child of any age, for instance smoking. Smoking in music videos is counted as being censored, although over 10million people in the UK smoke everyday. Also gambling, only 2% of 12-15 year olds who see gambling in a music video become frequent users. This 2% is hardly anything, and proves that most music videos do not influence children. Furthermore, parents against censorship feel that a child the age of 16 are old enough to decide on what they do or don't feel comfortable with watching, and a child the age of 10 can serve community service or go to an young offenders institution which proves the point that children at a young age know what they are doing, and shouldn't need guidance when watching a music video. 30% of 12 year olds have tasted alcohol and has their first sip at 7 so in society its normal to be brought up with these acts, so why should they be censored? Parents feel that children have to grow up in some point in their life, and music videos is the perfect way to see celebrities doing these things e.g. smoking or using drugs.  In the UK you have to be 18 to get a tattoo or 14 with parents consent. These show that there are controls on the matter and if younger children see this in music videos they will have to discuss it with their parents before getting one first or waiting till the are at a mature age of 18 anyway.

Point five- Fans

Fans of artists such as Rihanna believe that particular music genres should be able to express themselves but censorship overall stops this from happening. Fan's idolise over Rihanna and see her as a great role model, and feel there is nothing wrong with her music videos. Fan's feel that by censoring her music videos you cant see her real personality and the meaning of the lyrics. Filtering out or covering words may lead the audience to a miss understanding of the song, meaning the story line is not met. When Rihanna found out that one of her music video's had been censored she created a tweet on twitter saying "Are you fu*king kidding me", as she felt they had completely ruined her song and so did her fans. There was a lot of comments on this produced on social media from the public, disagreeing with the decision that had been made. 81million people have liked Rihanna on the social networking page Facebook and 41million on twitter which means the public know what to expect from her music videos and this shouldn't have been a surprise in her music video "we've found love". In a previous music video "love the way you lie" - Rihanna spoke/sung about abuse within a relationship, and this was taken very seriously by her fans so they don't see why this video was any different, also telling her audience a narrative and lesson to speak out and don't keep it a secret like she did, also sending a message out that this takes place in every day life although isn't recognised enough by the public. This music video had a very strong meaning and was ruined by censorship by cutting out words and images.

Point six- British Music Channel, MTV

MTV is a very popular music channel which broadcasts music videos online and also have their own television channel on sky and virgin media. As MTV is so popular and well-known globally, they abide by a lot of the rules of censorship. MTV protested that those under a certain age should be protected by some of the videos that they show and believe its their role and responsibility to do this by some of the music video's being censored. A fact has been presented that children listen to music up to 2 hours a day through headphones, either on a tablet, mobile phone or MP3 player, making it harder and harder for parents to control what their children are listening or watching. MTV feel they hold some responsibility to this which it why they introduced the watershed to their channel, meaning music videos they feel are inappropriate to younger children or teenagers are only played after 9pm. Sometimes artists produce two versions of their songs if they feel that they don't want it to be censored, for example Madonna. Whereas an artist like Rihanna feels that her music should be expressed how she makes it and making another version isn't necessary.

Point seven - British Music Channel, AKA
AKA is a music channel that has a purpose to highlight raw and different talent that they believe that shouldn't be censored as it will hide the artists talent. An artist that became famous through AKA is Chris Brown and his single "these h*es ain't loyal". As a lot of the public know, this song has two different versions due to the main word in the song being seen as rude and offensive towards women. The word 'hoes' was replaced for 'girls'. Without AKA the main single wouldn't have been released. AKA believe that its the audiences problem to control what they want to watch and approve as appropriate for their viewing. Music is seen to be an art and should be enjoyed by everyone. Everybody has a different taste of music, and whether it involves songs like Chris Brown or Rihanna's then it should be allowed. The channel doesn't censor videos as they don't know how far they would have to go with the censorship, for instance, different ethnic groups; they cant take one thing out for one group and not the other.

Point eight - British Radio Station, BBC RADIO ONE

Nick Grimshaw, a BBC radio one presenter interviewed Rihanna prior to her release of her single, "we found love". Rihanna mocked Nick on his own show, so when her song was released he started a petition for her song to be censored and banned from the char show on BBC radio one. He knew this would decrease her sales and famousness, as radio ones chart show is one of the most popular in the UK. His petition did work, as her song was released from the top 20, and from this Rihanna was outraged. She expressed her feelings on social networking sites, and claimed that she had mocked Nick on his show, the reason why he was trying to ruin her life. Radio One also felt her song was too explicit for the show anyway, and the ban was just a bonus for Nick Grimshaw.

Point nine - British Radio Station, CAPITAL XTRA

Like most other radio stations, Capital Xtra believe that songs with explicit or inappropriate language should be played after the watershed at 9pm. Although, if they play a song before this time they use certain techniques. blanking, silencing, beeping, re-sampling, backmasking and repeating are all things that are used to hide/cover-up explicit language. A sound may be used such as a beep to cover a swear word, or explicit language may be covered by the previous word before being repeated or another word being used. An example of this is Chris brown's song, being changed from "hoes" to "girls". Capital Xtra do this to protect their audience and viewers from hearing things they shouldn't, which works well as the audience understand this and if they want to hear the full, un-edited version then they should listen after 9pm.

Conclusion
Overall, I have a mixed opinion on Censorship. I believe that if artists want to include things such as explicit language then they should, as trying to change the lyrics may lead to a misunderstanding to the song and the audience not get the true narrative and create a relationship with the artist. I feel that artists music videos shouldn't be censored in this day and age, although kept at a minimum if possible, as some figures do show that crime in teenagers can be influenced from music videos. Most of the public, including myself, only listen to music either on the radio or through an MP3 player, so not seeing visuals and hearing blurred out lyrics or repetition can confuse you as you cant hear the true story of the lyrics and the meaning. This post has helped me look at the nine different points and views on censorship. I have been able to research into these in depth and get a true understanding on how important censorship can truly be. I think that when creating my own music video I will look closely and censorship, and use it in certain places and some not, depending on what I decide to include in my music video, and whether I feel its too explicit for my target audience.

Research into Goodwin's theory - Miss Georgiou

Research into Goodwin's theory

Goodwin's theory is important to remember when analysing music videos or when considering for my own music video production because he includes elements which help break down a music video and help you understand them easier. Goodwin's theory means i can look at different aspects of music videos, broken down into sections and analyse them in full detail. It also helps the audience understand more and creates a relationship.

Goodwin's theory is based on 7 main principles. 

1.Music videos demonstrate genre characteristics

2.There is a relationship between lyrics and visuals

3.There is a relationship between music and visuals

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 with recur across their work

5.There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body

6.There is often intertextual reference

7.Whether the video is primarily performance based, narrative based of concept based

The first theory point means is there is any stage performance if the music video, and is it conventional or unconventional. Does the music video include a dance routine, does this relate to a girl or boy band and are they synchronised etc. Theory number two means is there a relationship between the lyrics and the visuals and if so, why? Is is amplifying, contradicting and do the visuals match the lyrics. The third theory point is very similar to the last, but this one shows whether there is a relationship between the music instead of the lyrics, these are completely different and can be represented in different ways. For example, the music beat, how does this connect to what the audience see on the screen. Furthermore, theory number four. This is whether close up of the artists have been used, on what part of the body and why? If its of their face, why has this been used, and how does it show them as a person. Moreover, theory number five. If there is a female being represented in the music video, how are they being shown? Are they wearing revealing clothing and if so what does this show, and how does this link into the music being played at the same time. In addition, theory number six. Is there reference to intertextual, and how is this shown. For example, films, television programmes or other music videos that have reference of some relation. Finally, theory number seven. This is wether the music video is performance based, narrative or concept. The music video may include more than one, or other may only show one, every music video is different. 

I will be referring to these 7 principles throughout this post when analysing my chosen music video: Maroon 5- Sugar. The video below shows the music video from youtube. This video demonstrates many features from Goodwin's theory which is why i have chosen to use it and analyse. 

My first piece of analysis is point 1. which demonstrates genre characteristics. This video demonstrates stage performance and a few dance routines. The screenshots shown around this analysis shows my points made, e.g. Maroon 5 performing on stage. Performance is taking place throughout the whole of this video, this is shown through singing and dancing. Even when Maroon 5 are not on stage, they are singing throughout, telling a story as they go along, helping to engage the audience. The performance of this song shows that they are interacting with the song, as well as encouraging the audience to become involved just as much as they are. Furthermore, a routine is taken place when they are performing on stage, which also links in with a routine/repetition that takes place every time that they are travelling to another wedding. This shows them travelling in a car, singing to every wedding, which also links in with the element of routine as it shows their tracks to every performance. The genre of this song/music video is pop, which means that the performance and routine element of this theory is conventional, as pop videos are seen to include singing, dancing and show to the audience a good time which is exactly what is taking place in the music video - sugar. This theory helps create a relationship with the audience by making the audience what to join in, and enjoy the song that they are singing, as the music video is very enjoyable and docent have a specific target audience. No specific audience means that the video can be enjoyed by a lot of people, as the story line of this is catchy and can be enjoyed by a lot of people.

Moreover, point 2 in Goodwin's theory is the relationship between the lyrics and visuals is also used within the the music video - sugar. The screenshot on the left shows a relationship between the lyrics and what i, as the audience can see. The lyrics "yeah, you show me good loving, you make it alright", are played at this point when the bride and groom start kissing and hugging, which shows a relationship between the two. These lyrics relate to the visuals as its their wedding day and they are showing their love to each other, which shows why these lyrics are being sung as maroon 5 are trying to produce an image to the audience that these two people love each other and these words are going to show this. These lyrics also show that Maroon 5 is trying to create a good vibe towards the audience, and not only create love in the room that is is singing in, but towards the audience too, this creates an easy relationship between the audience and the audience as he is telling them a story of happiness which is clearly easy for the audience to see and understand. Not just from this screenshot shown, but whenever this line of lyric is played in the song a new picture of a couple getting married is shown, constantly telling the audience a repeated story.

Furthermore, Goodwin's third theory is a relationship between the music and the visuals which is point 3, very similar to the one above which I have just explained but this time I am analysing things such as the music beat. From watching the video on YouTube, I took a screenshot showing one of the drummers who plays a part in this music video tapping his hand to the beat in the background on the side of the car he is sitting in. The screenshot shows on the left. This tapping of the hand is shown through a close up, through the use of the micro-element; cinematography. The relationship from the music and visuals shows that there is a connection from one of the characters in this music video. Furthermore, we can see the band playing in the music video, which shows an illustrative approach. In most music videos we don't see the music being played, just the artists telling a story to the audience. Whereas in Maroon 5's video - sugar, we see the band setting up, rehearsing and playing, just like what would happen at a concert, although we see all the work being done themselves, and this music video doesn't use hardly any editing features. This visualises the music with a straightforward approach. These are shown through the uses of mid-shots and long-shots to the audience, creating a relationship to the audience that Maroon 5 is simplistic and doesn't need to use editing in this music videos to create a good one, I feel this has worked well.

Point 4 meets the demands of the record label which will include the need for lots of close ups of the artist allowed me to analyse Maroon 5 in detail and see how close ups are used to represent him and how this might make the audience feel. Close up's in this music video aren't used a lot, but when they are they have a purpose. The screenshot on the left shows a member of Maroon 5 just before a close-up takes place. This is the main member of the band, and this close-up is taking place at the start of the music because he is talking to the audience watching. The use of a close-up is used in this case so the audience can see him clearly and can understand what is trying to say. The close-up also allows the audience to feel like they can get to know him. Furthermore, another close-up is used when he, again, is walking into a performance. The screenshot shows him to be singing as he is walking into a church. Women, especially, may find this attractive and like to see the artist close up when they are performing in a music video, creating a bond/relationship between the audience easier. Close-ups of all the other members of the band are also shown frequently through the music video, letting the audience get an understanding of them. I feel close-ups in  music videos, and especially this one, works well as they invite the audience to watch for longer and become more entertained, especially if the artist/artists are found attractive by the audience, which is the case in this music video and also for telling the audience a story of what is going on.

Point 5 in Goodwin's theory is where there is frequently reference to notion of looking and particularly voyeuristic treatment of the female body. Within my chosen video this is no voyeuristic shots, which is why i am going to argue against Goodwin's theory that the genre of this video doesn't match what is shown form this point. Within the video - sugar, Maroon 5 surprise couples on their wedding day. As this band is men and not women, no voyeuristic shots are used to represent them in any sort of way. I analysed the way that the women in the background and the brides are shown, but none of them were shown sexually towards the audience. I feel that Maroon 5 have done this purposely so the song does not fit the genre that its included in and voyeuristic shots wouldn't be appropriate and send the wrong message out towards the audience. This treatment of the female body is supposed to show a look of the artist without the artist realising, but in this video this is not included. All the members of the band are fully clothed and no skin or appropriate clothing is worn, e.g. open shirts or topless. Although Goodwin's theory works for my music video, this point unfortunately doesn't, but this doesn't ruin the music video, it just gives people a different perspective to why no voyeuristic images have been used.

In addition, point 6 by Andrew Goodwin states that there is often intertextual reference in music videos. From analysing my chosen music video I found this was relevant. From my analysis I found that "the voice" a television programme in the UK and USA was being promoted on a billboard. This was also relevant to Maroon 5 as they have performed on "the voice" in the past. The screenshot on the left shows my evidence. The Billboard also shows to the audience the location of where this music video is set, the USA, as this is promoting the voice for that country, which can support some conventions that are shown, for instance driving round in an open roof car, and palm tree's in the background all give evidence of this music video being produced in the USA. The Voice is a very popular music competition which allows the public to audition in front of celebrities. I feel that by promoting another television programme within the music video is shows to the audience that they are co-operating with the place that they are filming in, and supporting the background behind them.

Goodwin's final theory is point 7, which states whether the music video is primarily performance based, narrative based or concept based and how elements of each is used in it. For me i feel that Maroon 5's video - sugar, is performance and narrative based. From my previous analysis and watching the video on YouTube several times the performance element is shown conventionally of the pop genre. There is frequent dancing and singing between the group, and there is visuals of them setting up there own stage and background. The performance element shows them singing to a group of random people every time, which shows their confidence and how strong their group is. As the performance goes on, a narrative is being told to the audience. The music video shows them travelling the USA to secretly perform at every wedding possible, and this is what they do. The narrative tells the audience that Maroon 5 have a close bond and want to make people happy all the time, and by this they show there talents; singing and performing. I feel that this video has no concept element but does include the others all the time throughout and have shown this well and clearly to the audience.

From researching into Goodwin's theory it will help to assist me with my own music video, and thinking about how Goodwin's theory may or may not be used. I feel this research has helped me to see what works in a music video and the reasons why, for instance the relationship between the lyrics and the visuals helped me to look at clearly what is being said and why this is actually being done, to show a meaning to the audience, but not just through the lyrics being said but the visuals shown and emphasise the meaning. I will be including a lot of these theories in my own music video and be thinking about them carefully when planning ahead. I also feel i will be able to reach my target audience quicker and create an easy relationship with them, when trying to create a connection with the audience and artist.