Below I have embedded the Prezi I used for information about Andrew Goodwin's Music Video Theory. I did not create the following prezi and own no rights to it. It is only embedded for educational purposes.
Andrew Goodwin's theory explains six different conventions within music videos.
One convention is that the visuals will illustrate, amplify or contradict the lyrics of the song. As all of Have Mercy's music videos have illustrated and amplified the meaning within the lyrics. Therefore, my music video will have little or no contradictions between the visuals and song in order to comply to this convention.
Another convention is that the visuals within a music video are edited in order to be in time with the beat and tempo of the song. Visuals during the chorus are often repeated to emphasise the repetition in lyrics.
Many artists have repetition of certain iconography or genre related themes in their videos. In order to identify the iconography of the band Have Mercy I will be analysing the codes and conventions of their existing music videos.
An obvious convention is to have multiple close up shots of the main artist or vocalist. This helps to create a recognisable image or brand of the artist, as well as adding to the relevance of the visuals to the song and lyrics.
Another convention is for voyeuristic angles of women to be shown. This matches the feminist film critic Laura Mulvey's theory of the "male gaze", developed in the 1975 in relation to the sexualised portrayal of women in film. Many artists are now braking and highlighting the indecency and injustice of this convention.
One element that is often used within music videos, especially parodies, is making references to other media texts. This entices a wider audience and often links the fan bases of different artists.
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