Task 2b(i):Goodwin Analysis of Conventions

(Fifth Harmony ~ Work From Home)

1. Music videos demonstrate particular genre characteristic stage performance for heavy ,metal bands and dance genre is dance routines for girls or boys.

This music videos consist of 5 alluring woman in a construction site surrounded by shirtless men and wearing outfits inspired by construction equipment. The girls are later seen doing choreographed dance routines during the choruses and different construction activities during their individual solos. Work From Home is a song about sex. This song's genre is more of electro-pop.

You could tell the genre is Pop because pop's music videos are usually performance-based through choreographed dance. I would say this music video is a performance music video because it featured the band/artists and you can see them lip-syncing to the soundtrack and it is not usual to see lip-syncing in narrative or conceptual music videos. 

5. There is frequently Voyeurism - reference to notion of looking(screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

There is voyeurism in this video as you can see the artists/band twerking and their outfits are arousing however, it is not just voyeurism of the female form. There is also voyeurism of the male form as you can see shirtless men who are muscular. This show some hypocrisy in the music industry because it’s okay for men to be looked at, but when it’s women. there’s usually criticisms. They use voyeursim in their music videos because it to sell their image and appeal to wider audience and to show how women are portrayed through sex appeal.

4. 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. (Rihanna - Stay ft. Mikky Ekko)

This music video has a lots of close ups of the artists which is conventional in performance music videos as record labels demand close ups of the artists/band in order to sell the artist, develop their image and keep their face relevant. 

Image is important to show to the audience because their image will portray their personality and style, and who they are, their individual uniqueness. What an artist wears, their attitude. Their music tell a story about them and help creates their unique/fake image. Their unique/fake image would help them gained more audience and revenue as some of their viewers may look up to the artists or relate to the artists. An example, Rihanna - Stay ft. Mikky Ekko.

6. There is often intertextual reference (to films, tv programmes, other music videos etc). (Big Sean - Play No Games ft. Chris Brown, Ty Dolla $ign)

Intertextuality is the way in which one media text is referenced in another that producers think the audience will get the reference. There many reasons why they used intertextuality in music videos, for example, other artists of the younger generation could be playing tribute to older stars or they could be a reference to motivate you or a reference to other songs they like etc. Intertextuality could be lyrical reference or visual reference or both. Intertextuality are very common in Hip-Hop or Parodies of an movie or music video, for example, parodies usually make fun out of famous particular stars or movies. Another reason they may be used in song/music video is to help the song flow more and give it a deeper meaning.

An example of this, Big Sean - Play No Games ft. Chris Brown, Ty Dolla $ign. The music video is heavily inspired after the classic popular 1992 TV sitcom, Martin. The music video also features appearances from Martin Lawrence (the main character from Martin) and Reginald Ballard (another character from Martin who nick-named Bruh-Man).



You could see the music video is heavily inspired by Martin, you could see Martin's theme song below, it is very similar and old school especially the intro of the music video. 

7. They are hyper-real, 'reality' and visual experiences are played with: distorted, disorientating, exaggerated, surreal, a jumble of representation. (Kid Cudi ~ Day 'N' Nite)

This music video is hyperrealism, it uses real visual images and animated effect, they were both combined into one video. This video is made surreal due to the pop art style music video and the way Kid Cudi is in an animated, fantasy world, but the artist remains real while everything else is switching between animated and reality.

The music video shows Kid Cudi walking around in Los Angeles doing bunch of activities such as getting a slice of pizza, grocery shopping, or visiting a bar. While the artist doing those activities, you could see the graphic colours effect overlaying on top of the video to transform the scenes into animated fantasy world etc. This is exaggerated/hyper-real because it is not realistic at all. 

The purpose of surrealism music videos is to create a sense of hyper-reality and appeal to their target audience and make their music video successful as it is different compared to most music videos. Most surrealism music videos are unusual and original. This has over 60 million views. This way can help the artist create bigger fan-base and generate revenue.