MUSIC VIDEOS
Andrew Goodwin's theory
writing in ‘Dancing in the Distraction Factory’ (Routledge 1992)...
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Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band).
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There is a relationship between lyrics and visuals (either illustrative, amplifying, disjuncture).
Illustrative: the video can contain a set of images used to show the meaning within the lyrics and to set a mood or create an atmosphere along with the video
Amplifying:The meaning of the song will be repeated and amplified in order to make in more memorable by extra layers of meaning being added to the video through visual aspects
Disjuncture: this is where the meaning of the song and what the audience is being shown in the video has no link to eachother and the message in the lyrics is completely dismissed/ignored
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There is a relationship between music and visuals (either illustrative, amplifying, contradicting).
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The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).
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There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
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There is often intertextual reference (to films, TV programmes, other music videos etc).
Eminem (Marshall Mathers)
(CASE STUDY)
Marshall Mathers, known as the famous Eminem, is a 42 year old American rapper, record producer, songwriter and actor, from Detroit, Michigan. The overall image that he portrays is one of rebellion and is known for the promotion of sex, drugs and violence in his lyrics. for example in the song 'my mom':
My mom loved Valium and lots of drugs
That's why I am like I am 'cause I'm like her
Because my mom loved Valium and lots of drugs
That's why I'm on what I'm on 'cause I'm my mom
This represents the rap star as troubled and promotes the use of drugs in a way that suggests it is normal day to day life to be using drugs
Eminem appeared on an american interview shows called '60 minutes' and described that 'there was definitley a rebelious youthful rage in me' which has been amplified in his lyrics and lifestyle and links to the Goodwin theory as he has been constructed as an arrogant reckless man however he also challenges the theory as he has grown up to be this way ad is presented as 'real'.
as he has grown older a part of Goodwin's theory that Eminem has achieved is longevity as he has released recent albums and singles which has only been able to be done by a slight shift in common values. Futhermore he is more constructed as a man who is looking for redemption and to build a respectful life which keeps the audience interested.
Eminem is the best-selling rapper of all time, by a wide margin and he’s also got 13 Grammys and an oscar. One way he has kept his followers interested in his music as his career grows is the use of several personas (Slim Shady, Marshall Mathers, and Eminem) which each of the trilogy albums were dedicated too which resulted as a highly effective stratergy. Another way in which eminem keeps his large amount of followers interested in him is by trying to relate to all of his fans (uses and gratification theory-personal identity). This is displayed through his lyrics in 'The real slim shady': 'there's a million of us just like me, who cuss like me, who just don't give a fuck like me, who dress like me, walk, talk and act like me' and more than a million ended up buying albums which led to such a success for Eminems career.
Richard Dyer's star theory
Richard W. Dyer (born 1945) is an English academic specialising in cinema. As of 2006 he is Professor of Film Studies at Kings College London.
The terms "pop performer" and "pop star" have become interchangeable. The study of stars as media texts/components of media texts demands that the distinction be made between those who are simply known for performing pop music and those who are known for being pop stars, who have an identity or persona which is not restricted solely to their musicianship for example Lady Gaga is known for not only her music but the way she is made to dress in flamboyant outfits.
One of the reasons so many pop performers are described as pop stars is that they are quickly promoted to this status by their management. This is easily done courtesy of a few judiciously placed stories, a famous boyfriend/girlfriend, attendance at premieres/parties and a feature in highly respected and popular magazines.
Also according to Dyer's theory, a true pop star does have a lasting significance (logevity), and has "brand awareness" amongst a wider market over a period of time. Many of the so-called pop stars populating the top forty currently have not made a sufficient impact to be classified as true stars if we return to Richard Dyers’ definition.
Stars as Constructions: Stars are constructed, artificial images, even if they are represented as being "real people", experiencing real emotions etc. It helps if their image contains a USP (they can be copied because of it). Their representation may be associated with certain things (Madonnas conical bra in the early 1990s, Bonos Fly sunglasses, Justin Biebers haircut).