Continuing Andrew Goodwin's Theory

6 Theories and examples of Music Videos

1. Lyrics and Visuals

- Illustrative --> Clear connection
e.g. Can't stop the feeling by Justin Timberlake 
The lyrics imply that people are having fun and they cannot stop being happy, which is also illustrate in the music video because the main vocalist (Justin Timberlake) and other people are dancing and having fun. Dancing here may also symbolize the positive feeling they all had

via GIPHY

- Contradict --> Connection is unclear
e.g. Price tag by Jessie J 
The Music Video here contradicts with the lyrics in almost every scene because the lyrics should be about not thinking too much about the money. However, some shots in the music video includes money and how people is surrounded and care about money because "money is important" and "money is the key to happiness" 

In this shot where Jessie J is dancing beside the "money" trees contradicts the most.






- Amplify --> Visual create further meaning
eg. We don't talk anymore
This music video is one of my favorite music videos this year because all the scenes are parallel edited and it shows both characters clearly about their similarities, differences and even emotions. 
The song is about how the 2 characters used to be lovers but now they have been separated so the music video shows both character's life after their breakup and how they "don't talk anymore". Which this also links to feelings and emotions not just how they don't talk anymore but how this breakup has made them who they are now.

2. Music and Visuals

- Illustrative --> 
e.g. Brave by Sara Bareilles 
The use of rhythm, beat here connects with the music video. Every shot that is edited matched with the beat of the song which makes audiences like me feel that the song and shots are uniform and not confused about the contrasts. 
The song and the people in the shots are dancing or walking on beat so therefore it makes the song more positive and smoother.




3. Voyeurism = Notion of looking...
- "Objectification" --> the process turning someone into an object.
                              --> not based on talent, personality, identity

* OBJECT OF SEXUAL GRATIFICATION
e.g. I Luh Ya Papi by Jennifer Lopez
The Music Video here has a different point of view than most music videos because usually female would be the sexual objects but in this music video Jennifer Lopez and her friends decided that they wanted the males to be the sexual object instead because they said that they see only females being objectified in music videos and the artists (mostly males) are shot in yachts and with luxurious cars with half naked girls. Therefore, they felt that females should be dominate and males should be objectified this time.

4. Intertextuality
e.g. Love Story by Taylor Swift
This song was written by Taylor Swift and she create an allusion where she compares her love for a boy and of Romeo and Juliet. It was mostly based of how they were banned to see each other and are willing to die to be together.

The location was firstly shot at a school but then changed into a castle, ballroom and in an older time period. I find that the lighting is very significant because it changes to the mood and atmosphere of each scene.




The intertextual here is the link between Romeo and Juliet, however, the music video is the modernized version of the story. Taylor Swift had adapted this epic, most popular, most well-known love story into her music video, therefore this had made her music video and music more interesting and attractive to audiences of different ages.