Goodwin's Theory of Anaylsis

1. Music videos demonstrates genre characteristics Before creating our own music video, we researched music videos within the rap genre to see how we could make our own video include stereotypical rap characteristics. We wrote down a list of rap artists and our first choice was 50 Cent. He is a very well known rapper and it would be likely that our demographic audience would be familiar with his music and videos. We noticed that in his video 'In Da Club', there were recurring close-up shots of him rapping into a microphone in what appears to be a studio. We decided to reinvent a similar shot and include it in our video;

2. There is a relationship between lyrics and visuals

When we were filming we wanted to ensure that our video fitted to the narrative and storyline. To do this, we had 'HB' use hand movements that corresponded with the lyrics e.g "Flyer than the rest". When 'HB' says this lyric he raises his hand to the sky to help the audience understand his ability to do well. By incorporating hand movements help to create the relationship between the lyrics and the visuals on-screen.

We have also made the lyric-visual relationship with the use of mise-en-scene. Some of HB's include "Fresh white tees" and "With the hat still fitting". With these lyrics to help us, we made sure that Jack (HB) wore the correct attire for the video (flat peak and white t-shirt!)

3. There is a relationship between music and visuals

We made sure that we had a definte relationship between music and visuals by having Jack (HB) lip sync the song to the best standard he could. We had to re-film lots of the shots to ensure that the lip-syncing was perfect. Also, in the video we have cuts to 'HB' in the studio where he is recording and bopping his head up and down to the music. This helps to create a relationship between music and visuals and allows the audience to establish a link with the artist as they are both aware of the rhythm.

We used a clever editing shot that starts firstly at a local park in Kidlington where HB is walking towards the camera in time with the music and lip syncing. We then see him disappear round a corner and re-appear in what looks like the same location but is infact in a street in Oxford. We made sure that this piece of editing corresponded accuratley with the music so it did not look out of place.

4. The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which recur across their work

There are lots of close-ups in this video ranging from angled to extreme close-ups. We have used these kinds of shots to help the mass audience identify themselves with the artist and allow them to create a closer link to him by viewing him from all different angles of close up;

We have two main motifs; the first being the recurring close-up shot of the girl lip syncing "Never let the party stop". The lips help to create a sense of mysteriousness as it is not clear who the girl. It also helps to give a sense of promiscuity as the girl has shiny pink lips suggesting a sexual nature. There is also a recurring image of 'HB' in the studio, another close-up shot that is continously shown by the use of quick edit shots. The studio scene allows the audience to see 'HB' for the person that he is and what he loves to do - rap!

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

One of the first shots we have included is reference to notion of looking. It shows Jack looking at himself in the mirror adjusting his hat. The audience are able to view him, viewing himself. We have used this kind of shot because it symbolises him getting ready for his performance and merges into the storyline of the whole video. It also helps to show HB's attitudes in that he is a perfectionist not only with his music, but with his appearance too.

We got the idea of this shot by looking on youtube and finding other videos that include the notion of looking. We found the video by Pink - Don't Let Me Get Me. Although 'HB' is not punching the mirror both shots are similar in that they are filmed from nearly the exact same angle.

A point of view shot is used in our video which also adds to the notion of looking. We see Jack's (HB's) face and then the switching of perspectives in the same shot. The camera moves round by 180 degrees changing the perspective from Jack (HB) to Sam (Stage Director of video).

Although many rap videos include shots of voyeuristic treatment of the female body, we decided that we didn't want to include anything too sexy because of the nature of the video's purpose - A2 coursework! However, we did include a mild form of voyeuristic features by including the close-up, quick edit shots of the lips. The lips help to create a subtle yet acceptable kind of sexual image that is regulary seen in rap videos of the 21st century.

6. There is often intertextual reference.

There is little intertextual reference in our video however Jack (HB) wears an 'Architects' (British band) t-shirt and a 'While She Sleeps' jacket. Both these bands are British and so help to elaborate on 'HB's' heritage and British values.