Andrew Godwin's Theory
Andrew Godwin created a theory which he believes a music video must abide to in order to be successful. This includes seven regulations which he feels must be included within the music video in order to stereotypically obide to a successful music video or subvert in order to create a more diverse and unique video.
My chosen music video is 'Fancy' by Iggy Azelea.
The fist regulation Godwin's theory states is that a music video demonstrates the genre characteristics. Fancy is a pop track which demonstrates the genre stereotypical characteristics such as repetitive lyrics. This is shown when Iggy repeats 'I-G-G-Y' adding a catchy element to the song which cleverly simultaneously promotes both her song and personal image.
Godwin also states that in order to be successful there needs to be a relationship between lyrics and visuals within the music video. This is seen within this video as the song is about being 'fancy' whilst the video links contextually to the film 'clueless' based upon a fancy girl. For instance, with part of the video Iggy is shown using a high tech system to select her outfit. As this gadget is high tech and expensive and therefore exclusive. This extravagance, and the attention to detail expressed over the co-ordination of her everyday school way connotes and reinforces the idea that the girl is fancy and lives a fancy luxurious lifestyle. By linking both the lyrics and visuals helps reinforce the lyrics of the song as the songs message and narrative are demonstrated as well as heard making the lyrics more memorable and easier to grasp and learn.
As well as this Godwin states a relationships between music and visuals is needed. Within the video scene for fancy their is not a clear link between the music and visuals as the music has a strong base beat at the beginning whilst the visuals are light hearted showing scenes of a school class room and having lunch.
To add to this as a result of demands of the record label music videos often need to include a lot of close-ups of the artist. As well as this the the artist may develop motifs which occur across their work. There are numerous closeups of Iggy throughout fancy which helps create a stronger relationship between the audience and the artist. This is as Iggy is a globally successful artist and so is idolised by a lot of teens and therefore has a large fan base.
A fifth element of Godwin's theory tells that there is frequently reference notion of looking featured within videos such as screens within screens and telescope effects and there is often particularly voyeuristic treatment of the females body. Fancy embodies this showcasing Iggy, who is famous for her curves, in flattering angles such a low angles creating the appearance of longer legs often desired by women. By embracing Iggys hourglass body in tight clothing presents her figure in a manner desired by both men, physically and to girls who would be envious of her proportioned figure. However her curves also help promote a healthy body attitude to her young fan base as she is shown to appear happy and healthy owning her voluptuous body. However the overall sexualisation of her curvy figure will appeal to boys and men promoting her music to a larger audience.
Godwin also states that they're is often intertextual reference to films and programmes other music videos. This is particularly embodied in the video for Fancy as the whole concept, performance and narrative is evolved and inter-textually referenced to the still successful film Clueless. This film, made in the late 1990's is still just as successful today as during its release so has managed to increase the popularity of the video. Iggy successfully channelling leading character 'Cher' reinacts the films most famous and iconic scenes of the film including the characters and outfits making the film come to life. This in-turn exposes and promotes her music further to wider audiences as the video and therefore song will attract the attention of fans of the film who may not be aware or a general fan of Iggy's music.
Finally Godwin states that a video needs to be performance based narrative based or concept based. Whether the video is performance and narrative based however is solely focused on the narrative. The performance elements include Iggy performing a dance routine on the basketball courts and singing to the camera whilst walking round the halls of the school. This engages the audience as she sings directly to the camera connecting to the viewer.
Andrew Godwin created a theory which he believes a music video must abide to in order to be successful. This includes seven regulations which he feels must be included within the music video in order to stereotypically obide to a successful music video or subvert in order to create a more diverse and unique video.
My chosen music video is 'Fancy' by Iggy Azelea.
The fist regulation Godwin's theory states is that a music video demonstrates the genre characteristics. Fancy is a pop track which demonstrates the genre stereotypical characteristics such as repetitive lyrics. This is shown when Iggy repeats 'I-G-G-Y' adding a catchy element to the song which cleverly simultaneously promotes both her song and personal image.
Godwin also states that in order to be successful there needs to be a relationship between lyrics and visuals within the music video. This is seen within this video as the song is about being 'fancy' whilst the video links contextually to the film 'clueless' based upon a fancy girl. For instance, with part of the video Iggy is shown using a high tech system to select her outfit. As this gadget is high tech and expensive and therefore exclusive. This extravagance, and the attention to detail expressed over the co-ordination of her everyday school way connotes and reinforces the idea that the girl is fancy and lives a fancy luxurious lifestyle. By linking both the lyrics and visuals helps reinforce the lyrics of the song as the songs message and narrative are demonstrated as well as heard making the lyrics more memorable and easier to grasp and learn.
As well as this Godwin states a relationships between music and visuals is needed. Within the video scene for fancy their is not a clear link between the music and visuals as the music has a strong base beat at the beginning whilst the visuals are light hearted showing scenes of a school class room and having lunch.
To add to this as a result of demands of the record label music videos often need to include a lot of close-ups of the artist. As well as this the the artist may develop motifs which occur across their work. There are numerous closeups of Iggy throughout fancy which helps create a stronger relationship between the audience and the artist. This is as Iggy is a globally successful artist and so is idolised by a lot of teens and therefore has a large fan base.
A fifth element of Godwin's theory tells that there is frequently reference notion of looking featured within videos such as screens within screens and telescope effects and there is often particularly voyeuristic treatment of the females body. Fancy embodies this showcasing Iggy, who is famous for her curves, in flattering angles such a low angles creating the appearance of longer legs often desired by women. By embracing Iggys hourglass body in tight clothing presents her figure in a manner desired by both men, physically and to girls who would be envious of her proportioned figure. However her curves also help promote a healthy body attitude to her young fan base as she is shown to appear happy and healthy owning her voluptuous body. However the overall sexualisation of her curvy figure will appeal to boys and men promoting her music to a larger audience.
Godwin also states that they're is often intertextual reference to films and programmes other music videos. This is particularly embodied in the video for Fancy as the whole concept, performance and narrative is evolved and inter-textually referenced to the still successful film Clueless. This film, made in the late 1990's is still just as successful today as during its release so has managed to increase the popularity of the video. Iggy successfully channelling leading character 'Cher' reinacts the films most famous and iconic scenes of the film including the characters and outfits making the film come to life. This in-turn exposes and promotes her music further to wider audiences as the video and therefore song will attract the attention of fans of the film who may not be aware or a general fan of Iggy's music.
Finally Godwin states that a video needs to be performance based narrative based or concept based. Whether the video is performance and narrative based however is solely focused on the narrative. The performance elements include Iggy performing a dance routine on the basketball courts and singing to the camera whilst walking round the halls of the school. This engages the audience as she sings directly to the camera connecting to the viewer.
