Goodwins Theory
Jason Derulo - Want to want me
I am going to be using Jason Derulo's RnB genre music video, Want to want me to explore the Goodwin theory. I will be analysing the video to see how it can back up the points from this theory.
Andrew Goodwin came up with 'Goodwins theory', this is based how music videos build a relationship with their audiences. He believes in 7 different theory points which are normally used in music videos. They are;
2)Relationship between lyrics and visual
3)Relationship between music and visual
4)Demand of the record label
5)Reference to notion of looking/voyeuristic of the female body
6)Intertextual reference
7)Primarily performance based, narrative based or concept based
Goodwins theory is essential to consider when creating a music video as the points make sure all assets needed to build a rapport with the audience are carefully planned and used within the product. Using his theory as a guide for a music video makes sure all sides of audience interest and appeal are covered and used to the full potential in order to please the audience.
Genre characteristics
Jason Derulo's music video for want to want me shows many genre characteristics for RnB. Some of the conventions I saw in the video are extremely common for example the female character and her clothing. The micro-elements helped to identify this. Cinematography was used specifically a Ariel shot which showed the woman laying on her bed in a short black dress with slits going up the sides. This character helps the audience build a relationship with herself and the artist because it is stereotypical to see a couple involved in a love story with in RnB music videos, and she is part of the couple showing this relationship. The audience want and expect to see a couple or some kind of male to female relationship for this genre because often the songs are about love or breakups. The outfit the character is wearing also attracts the some female and male audience members, to men she comes across very attract and they want to see more of her and her relationship with the other character in the video which in this case is the artist Jason. She may also appeal to the female audience because of her attractiveness, due to her being pretty and wearing an stylish unique costume girls may idolise her.
Relationship between lyrics and visuals
In the want to want me music video there are a couple of connections between the visual and the lyrics. An example of this relationship was shown when Jason and the female character are acting the sex scene in her room, the lyrics say "There's nothing I wouldn't do just to get up next to you". These lyrics emphasise Jasons feelings towards the other character. Another lyrical and visual match is as Jason is shown getting into yellow cab whilst he sings "in the back of the cab", these lyrics are describing the visual. Relationships between visuals and lyrics builds a rapport with the audience because the connection emphasises the music video. This is because the clearer things are made the better the audience can understand how the artist wants the song and narrative to come across. The relationship between the lyrics and visuals also make the artists feelings and emotions easier to understand for the audience meaning the build a relationship with him. This relationship with the audience and the artist makes the music video appealing because they will want to continue to watch in order to carry on the relationship and understand further about the artists lyrics and how he likes to portray his music to his audience. Having these particular lyrical and visual matches are conventional to the RnB genre because they emphasis the messages and meaning go the song, therefore emphasising the conventions of RnB throughout the video.
Relationship between music and visuals
Jason Derulo's song 'Want to want me.' has some different beats and tempos throughout. Sometimes these different paces link in and flow with the visual and the editing of the music video. At the beginning of the video the editing is slow pace editing and the cinematography movements were also slow, for example there was a panning movement which gradually moved from facing at the end of the bed to the head of the bed where Jason became visible. At this point the music is also going slow and steady because it is the start of the song, this meant that the images on screen and the tempo of the music were working well together to make the video flow smoothly. Once the music video began to liven up so did the music, at around one minute into the video the first chorus began. Now the pace of the tempo had sped up so had the editing of the visuals. The slow pace editing turned into fast pace editing and the shots got closer together, this intensified the video. Having the music and visuals connect and flow with each other it makes the music video more interesting to watch. This relationship changes how the audience feel when watching, it emphasises the different emotions. This is appealing for the audience because they understand how the artist feels about the song and how he wants them to feel about it. It also make them more interested to see what changes in the video and if the tempo or pace makes a difference to the video.
Demands of the record label
Goodwins theory has a point about the demand of record labels, this is about the need for lots of close ups of the artist and the artist developing motifs which occur across their work. Jason is a big focus in this music video, he plays the main character in the narrative sections and the performance parts are strongly focused on him. The video included many cinematography close ups of Jason Derulo, the one seen most is when he is performing to the camera, sing to it in order to get the attention of the audience. This shot of Jason in a close up or mid shot it repeated throughout the video. Having close ups of the main artist helps the audience build a relationship with them by showing clear facial expressions to give the audience an idea of how the artist feel about the song and what the lyrics mean to him. The audience can understand how Jason is feeling when singing by what emotions are portrayed, this build a relationship between the audience and the artist meaning they will follow the artist and any new song that may be released. This is conventional for RnB because Jason is often seen in the centre of shots showing his importance meaning the audience can relate to him and his music by being able to see what his different emotions are and how he can portray the song.
Jason's motifs for his video are usually about being in love or being a typical party animal, in this video he has followed the love story theme to match the song. This music video has a narrative about a couple, who are having relationship issues but he is declaring his love for her. This doesn't just follow Jason's usual theme it also follows the convention of being and RnB song. It is conventional because a love story is often used when trying to inform the audience of the songs meaning, the narrative style is used to emphasise what the audience can understand and gain from the lyrics. The appeals to the audience because the know that the artist is good at making this style video as it reoccurs throughout his work, they know he is good at making a video fit the music. It also helps the audience build a relationship with the artist when they follow motifs an themes because they feel like they know what they artist enjoys creating. They may also feel like these ideas link in with his life, therefore they may be able to relate to some of the real life situations used in his music videos.
Reference to notion of looking and voyeuristic treatment of the female body
I found some parts showing the voyeuristic treatment and the reference to notion of looking. There was no reference to the notion of looking in the music video I have been analysing, this means there was no screens within screen or things like telescopes etc. When it came to look for voyeuristic treatment to do with the artist I couldn't find much because Goodwins theory focus of the female body and the artist I have chosen Jason Derulo is male. But there was another character in his music video the girlfriend, who is shown as very attractive and pretty, at one point she is wearing a red two piece outfit consisting of booty shorts and bralette. This could cause some voyeuristic treatment from the audience towards the character as they may obtain sexual satisfaction through how she is portrayed. This doesn't quite follow Goodwins theory but there is some sort of this behaviour coming from the audience because of the female character. The may attract or appeal to the audience because they find her attractive and even the girls maybe be attracted by this because her outfit. The fashion side of the character may interest them.
Intertextual reference
There is no intertextual references in Jason Derulo's want to want me video, there is no reference to films, TV programmes or other music videos. This music video is based on a love story and there is no references to follow Goodwins theory. The video focuses mainly on the characters and how Jason is travelling to her. But I can still understand why the intertextual references may appeal to the audience because it relates to real life. If these assets are involved the audience can understand the use and what they are about making it easier for them to understand the video they are watching even more, and how they both relate, which then adds to the attraction.
Jason Derulo's want to want me music video contained two of the styles normally used, his video is narrative and performance based. The narrative sections are based on a love story between Jason and the female character, for the video he is going to the girls house to tell her how he feels. The audience can tell it is a love story by the mise en scene used, facial expressions and body language show the audience a lot about the relationship between the characters. For example there is a lot of close contact in the sex scene and Jasons facial expressions show his determination to tell her how he feels. These elements give the audience a better understanding of how the characters connect and their emotions when it comes to their relationship. This would appeal to the audience because they can relate back to their own relationships in their life and compare them with the narrative in the music video. It might make them feel close to Jason. the artist and give them a better understanding of what the song means to him.
Narrative is also shown through the setting and iconography. The narrative sections of the music video are set in the bedrooms of the two characters, there is also a street scene as Jason is going to the girls house. The iconography such as cars, beds, duvets and bedside tables all add to the narrative of this music video. These different elements give the audience a form of realism due to the uses the places and objects in day to day life. It makes the video more realistic and therefore the audience might feel closer to The artist because he is shown in a normal environment, and not the typical artist who would be flaunting his money on having a stylish house or living in a high end area.
The performance style is also used in the want to want me video. Jason has many shots when he is singing to the camera or on a makeshift stage performing the song. There are lots of shots when he is performing on the stage, this section is made up of an old building which is falling apart, Jason stand on one floor but the wall is missing to it becomes stage like. Throughout these scenes he dances and sings as if he was performing to a real audience. This may appeal to the audience because the more they see of the artist performing the song the more they can understand how he feels about it. His actions and facial expression show the audience a deeper meaning of the song on a personal level for the artist.
Conclusion
Assessing Jason Derulo's music video for want to want me using the different points from Goodwin's Theory has helped me to understand which different elements maybe help me when I create my own music video. I have been able to see what is most important to include and which points make the video more enjoyable for the audience. I think the genre characteristics are important to include and the styles. For my product I might use the narrative and performance styles because they seem to have work well in Jason's video. The analysing of Goodwin's theory has helped me to understand what appeal to the audience and how they build a relationship with the artist. This has helped with the creation of my own music video because I can make my video appeal to the target audience as mush as possible and I can make sure they are able build a rapport with the audience.
Primarily performance based, narrative based or concept based
Narrative is also shown through the setting and iconography. The narrative sections of the music video are set in the bedrooms of the two characters, there is also a street scene as Jason is going to the girls house. The iconography such as cars, beds, duvets and bedside tables all add to the narrative of this music video. These different elements give the audience a form of realism due to the uses the places and objects in day to day life. It makes the video more realistic and therefore the audience might feel closer to The artist because he is shown in a normal environment, and not the typical artist who would be flaunting his money on having a stylish house or living in a high end area.
The performance style is also used in the want to want me video. Jason has many shots when he is singing to the camera or on a makeshift stage performing the song. There are lots of shots when he is performing on the stage, this section is made up of an old building which is falling apart, Jason stand on one floor but the wall is missing to it becomes stage like. Throughout these scenes he dances and sings as if he was performing to a real audience. This may appeal to the audience because the more they see of the artist performing the song the more they can understand how he feels about it. His actions and facial expression show the audience a deeper meaning of the song on a personal level for the artist.
Conclusion
Assessing Jason Derulo's music video for want to want me using the different points from Goodwin's Theory has helped me to understand which different elements maybe help me when I create my own music video. I have been able to see what is most important to include and which points make the video more enjoyable for the audience. I think the genre characteristics are important to include and the styles. For my product I might use the narrative and performance styles because they seem to have work well in Jason's video. The analysing of Goodwin's theory has helped me to understand what appeal to the audience and how they build a relationship with the artist. This has helped with the creation of my own music video because I can make my video appeal to the target audience as mush as possible and I can make sure they are able build a rapport with the audience.
