Andrew Goodwin's Theory

Andrew Goodwin's theory allows people to analyse music videos based on 7 main principles:

1. Links between lyrics and visuals
2. Links between music and visuals
3. Genre Characteristics
4. Intertextuality reference
5. Voyeurism
6. Demand of the record label
7. Performance, narrative or concept based videos

He says that many music videos are constructed with links between the visuals, music and lyrics. The relationships between them are constructed throughout the video and the different shots and effects used in the video give them the correct representation. The record labels obviously want to sell their records, they do this via the use of voyeurism to increase the videos attractiveness to their target demographic. He also says that all videos are either; performance, narrative or concept based.

http://www.youtube.com/watch?v=ia4T_-zAvzo

The video begins with an establishing shot of a desert scene, there is a link between the lyrics and the visuals as Goodwin says after this, Chris Brown says "Too much light in this window, don't wake me up" which you can see him with a face full of sunlight which is waking him up. However this is contradicted as he speaks about having a coffee with  no sugar, this is something you have when you are awake or in order to stay awake.

It seems to have more of a narrative base to it as Chris Brown again links his lyrics to the visuals. The woman in the video has left as he is woken up, the lyrics at this point say "If I wake and you're here still, give me a kiss, I wasn't finished dreaming, about your lips". The link between these suggests he is going to tell us about a love story, as he is also using the desert as a scene when he is solo this could symbolise the
loneliness of being broken hearted about the woman in the video.

The line "Don't wake me up" (which is also the title of the song) is repeated as the main chorus and used a lot throughout the video, this is saying that he doesn't want to be woken up from his dream. This could perhaps mean that as he may of lost the love of the woman in the video that he likes to dream about her as this is the last remaining place he can be close to her and still think about the time they spent together. Further on in the song he says "If your heart is a pillow, this loves the bed" which also links in with him only being able to reconnect with her whilst he is asleep in his bed.

Another link is seen in the visuals as he is following the woman in the video around a maze which could connotate what their relationship used to be like, did he never know which way to turn or there was never a clear path for their future together? It could also be saying of how he is lossed in love with this girl.

The second verses lyrics are "So much life in the city, you won't believe, Been awake for some days now, no time to sleep, If your heart is a pillow, this love's the bed, Tell me what is the music, inside my head". The first line is talking about how busy it is in cities, this could mean that when he spends time in the city that he has no time for sleep as it is so busy and therefore he has no time to sleep and spend time with his heart. This could also be the reason for a link with the visuals as he is in a desert in the video which is a lonely place to be so he likes it there as he is able to be with his thoughts and think about whatever he wishes. 

The last verse which is a bridge says that he doesn't want to fall asleep unless he is falling for her, this could mean that the only time he wants to be asleep and dreaming is when he can think and dream about her. The visuals at this point is a car chase and Chris Brown is chasing her through the desert, this is telling us about that he used to have to chase her and he is still chasing her. As the song is coming to an end he crashes through a 'road closed' sign which is telling him that the road to this particular love is closed and there is no chasing he can do that will bring her back to him.

Individual Music Advert

Individual Digipak

Group Magazine

Jack's advert

Jacks magazine article consists of vibrant colours which compliment the background style- jack has used a star like background which could conform to our star image of which we are trying to portray. The typography "Teach Me How To Shuffle By MadMikes" is written in a fuchsia pink which again, compliments the background however if i were to critique the typography I would suggest a different font to make it more prominent on the page. He has included an image of the album cover in the advert which is a good advertisement for the group as it shows their audience what it looks like so they know what they need to be up to date with the group. I would criticise that as the background is the same colour as the album cover that it is hard to differentiate between where the album cover is and where the background is. If I had to recommend a way to combat this, I would say that Jack should have put a glow around the outside of the cover to make it stand out form the background. At the bottom of the advert Jack has placed a picture of each of the members of the group, this helps the audience see more of the artist as they are becoming more familiar with them.

Charleigh's advert

The contrast of black and white colours that has been used in the background represents both artists personalities, perhaps Charleigh decided to portray us as fun yet serious (which is something we wish to portray). As one of the artist is upside down (against different coloured backgrounds) it shows the two different personas of the artist.

The first thing that jumps out at the audience is the title of the artist "MAD MIKE" as the name has been written in the contrasting colour to the background it makes it stand out a lot and therefore will attract the most attention. The typography of Mad mike is creative and innovative and very different to the other fonts she used. Directly above this is a sylish, chic and relevant font which is distinctive against the title promoting the debut album. When critiquing this piece, I would suggest that Charleigh changes the typography of the font above "And other tracks such as". Thus, creating a perfect magazine article.

Digipak Analysis

A digipak is the cover for a CD case that will fold out into three or six pages and display images and information about the artist and the songs that are featured in the album. on the front cover of the digipak there is generally a picture of the artist and the title of the album.

We were not able to find any digipaks for LMFAO so we have chosen to analyse a digipak from the artist David Guetta, he is also from the dance genre so although they are not the same artist they will have the same connotations. The digipak is covered in various bright colours which shows the excitement in his music as it is in the dance genre so this will appeal to his target audience.

Analysis of Magazine Advert 2

For this task I will be analysising the advert showing the artist 'Swedish House Mafia'. The advert shows them in a very positive light as they look almost god like with the lights behind making them appear holy and the audience being in aura of them. This artist is very successful and therefore has a large amount of fans and the advert is stating they have 'One Last Tour' so they are likely to be able to sell all the tickets for the convert very quickly and increase their audience scope. The picture of the artist faces shows them to be very calm and cool, this could mean that they are not nervous about this being their last tour or it could perhaps connote that they may be aspiring to collaborate back together in the future so it is giving hope to their fans.

Risk Assessment

It is important to consider risks before filming in order to make sure that your crew and team and other people that you are working with will stay safe when working on my groups music video. The risk assessment will assist in the making of the film as me and my group will be able to refer to it when we need to make sure people are safe and will not hurt themselves.