The two key theorists which I have looked into and Andrew Goodwin and John Stewart, both of which are well known for their theories regarding popular music videos. Goodwin suggests that a music video should always include key “music video features” whilst Stewart focus’s mostly on the idea of intertextuality within music videos. I have decided to analysis Paramore’s music video for their first single, Misery Business, I will look at whether Goodwin and Stewart’s theories are adhered to within this music video and why this is the case.
Goodwin’s first point which he believes all music videos to include is “Genre characteristics”, I believe this is true for the Misery Business video. Paramore are a rock-pop band and this is demonstrated in this video, there is a live performance including band members and rock instruments such as guitar, bass guitar and drums. The video is a mix of performance and narrative which is similar for a lot of other modern rock-pop videos. His second point is that there should always be a relationship between the lyrics of a song and the visuals of the music video, this is also true for this video, for example, “When I thought he was mine, She caught him by the mouth” this is mirrored when one of the characters from within the music video kisses another girls boyfriend. Goodwin also believes that their should be a relationship between the music and the visuals, I also believe this to be true in this case, the music is fast and upbeat which correlates with the fast cuts used in the video. There is also a lot of camera movement giving the video a playful feel which is also the case for the music. The feel good chorus fits well with the bright colour scheme used. The next feature which Goodwin says all music videos should include is close-ups of the band and lead singer, this is due to the demands of the record label, as well as a visual style which recurs across their work. In this music video there are close up shots of all band members, particularly lead vocalist, Haley Williams. Also the setting for the performance in the video is a room covered in the word “Riot!” this is the album title and also logo for this album, it is a visual style or a motif which runs across much of Paramore’s album and merchandise. A clever way of advertising the album within the music video. There is a clear colour scheme throughout all of Paramore’s work which is orange and red, this is the same as lead singer, Haley’s, trademark hair. Goodwin also believes that a music video should include frequent reference to the notion of looking, such as screens within screens, this is included in this video in the form of many extreme close ups on Williams’ eyes. His next point is that there is always voyeuristic treatment of the female body within music videos, this is contradicted in this video, and quite the opposite. This is probably due to the fact that the lead singer is a woman and she is trying to send out a positive message to other women and young girls. The video shows the normal girl winning against a superficial girl, the men in the video prefer lead singer Haley Williams who is not supporting the artificial look and is dressed decently. Goodwin’s final point is that there should be intertextual reference within the video, in this case there is reference to a typical American high school, this is the setting for the narrative of the video and there are many stereotypical characters within the video which would appeal to Paramore’s young, teenage target audience and fan base.
Theorist John Stewart believes that all intertextual reference within music video’s come from either fashion, cinema or art photography. As this was Paramore’s first music video there cannot be any intertextual reference to any of their other songs, however I feel Stewart’s theory applies to their video. Modern fashion is present through out, this appeals to youth culture and the young target group, Haley William’s statement hair is also a reference to contemporary fashion. As for intertextual reference to cinema, this is covered by the traditional American high school where the video’s narrative takes place. Many films and TV shows use settings such as this, it is a stereotype and immediately lets the viewer know what kind of scenario is about to unfold. The characters within the narrative are also very stereotypical such as the popular bitchy girl and the nerd, this video has a twist as the main “it” girl is left in tears, unlike in many films and TV programmes. Reference to Art Photography is loose however still present in the form of the graffiti style background which is used during the performance. This is also intertextual as it is used across the Paramore digi-pack.
This particular video by Paramore proves the majority of Goodwin and Stewart’s theories to be correct, therefore I believe in my music video I must try to include all of these features.
