Music Video:Analysis according to Andrew Goodwin 7 codes and convention theory

Music Video analysis according to Andrew Goodwin 7 codes and convention theory

Carrying out this analysis will help with our own music video as it will allow me to see real life examples of these codes and convention which I can then use to show what each convention means and for inspiration. Analysing a music video that has these conventions will help me to understand how we can incorporate them into our music video.

Single ladies- Beyoncé

The first of Andrew Goodwin’s 7 codes and conventions is that the music video displays certain genre characteristics such as throwing signs in hip-hop videos or stage performances for heavy rock videos. Beyoncé’s single Ladies is described as an R&B dance pop genre and shows the characteristics expected from this genre as the video consists of a constant dance routine performed by the artist and her two back up dancers.

The second element of Goodwin’s theory is that there is always a relationship between the lyrics and the visuals. This convention is shown quite clearly in the music video for Single Ladies when lines such as “If you like put a ring on it” are accompanied by Beyoncé and the backing dancers pointing to their hand /finger. Over lines such as “now put your hands up” are matched to the visuals when the artist and dancers put both arms up in the air.

Similar to the previous element, the third convention of this theory says that there is always a relationship between the music and the visuals. Beyoncé’s music video meets this convention as the dance routine fits to the beat

The next convention in Goodwin’s theory is the demands of the record label such as needing lots of close ups of the artist. Although there are some close ups of Beyoncé throughout the music video there aren’t as many as would be expected. However, there may not be loads of close ups, but Beyoncé is in the video the whole time and is always in the centre in-between the backing dancers giving her a sense of importance. The music video also ends in a close up of the artist.

Motifs or iconography specific to the artist is the next element in this theory. Although this does not apply to every single released by Beyoncé there is a regular motif that appears in many of her music videos from the I am… Sasha Fierce album which is that the music videos for Single ladies, Diva, If I were a boy, Ego and Broken-Hearted Girl were all filmed in black and white. Also in both the Single ladies, Diva, Sweet Dreams and Ego music videos, Beyoncé is accompanied by two back up dancers. These can be seen as motifs specific to the artist and that particular album as a pose to every single released.

The final two codes in this theory can’t be found in this music video as there are no screens within screens or intertextual references to film or television. However not every code and convention has to be present in the one music video to back up Goodwin’s theory.