Andrew Goodwin delivered a number of conventions as to what should be involved in a music video. In our music video we used various techniques described by Andrew Goodwin. Goodwin said that to be a good music video it has to have a relationship between the lyrics and visuals, a relationship between the music and the visuals, genres are complex and diverse in terms of music video style and iconography, record companies will demand a lot of close-ups of the main artist or vocalist, Voyeurism is present in many music videos, especially in the treatment of females but also in terms of systems of looking at the icon of the women and finally he said that there are likely to be intertextual references, either to other music videos or to films and TV texts, this provides further gratification and pleasure for the viewers. Our music video did not include all of these but a few where used.
Our chosen artist Jack Penate is a Indie/pop artist and he uses some of the following conventions when he produced his music video of torn on the platform. Throughout his video he shows a relationship between the lyrics and the visuals; an example is when he uses puppets to move about with the lyrics and they make a relationship through the lyrics in there movements, to us as a group we thought that it was a brilliant way to illustrate and amplify the song. Jack Penate also uses a relationship between the visuals and the music to help illustrate the the song. Noticing that Jack Penate uses some of Goodwin’s conventions is important because, it gives us as a group an idea of what type of video we needed to make. weather it was Narrative, conceptual or performance based. These conventions are also unique because they link to the genre of music. His relationship between the visuals and music and the relationship between visuals through illustrating, amplifying and contradicting the lyrics play a huge part into showing us as viewers what type of artist he is. The reason being is because the way he presents his music, for example a rap video would have one central figure doing everything where as this video uses various shots to show his music through including his band and some artistic cartoon characters.
Finally I would like to conclude by comparing our music video to Andrew Goodwin’s conventions. Firstly as a group we had to decide what we where trying to archieve and by doing so watch Jack Penate’s version over and over. At first we decided we was going to be partly narrative and partly conceptual. However, we then realised that these two types were nothing a like and so we changed our ideas into making it narrative and performance based as this would suit us and the music video. In relation to Goodwin’s theory’s of conventions we use a number of them in our video to create forms of real media products. We have used a relationship between the music and the visuals because we have used performance based, we have also tried to use a style of music video that is iconic towards the artist and finally we have used a range of shots including close ups and medium close ups. Overall our music video creates a number of different shots and uses a number of different conventions revealed by Andrew Goodwin and therefore, we create a real media product in a number of different forms.
