Andrew Goodwin's Theory-Textual Analysis

I am going to analyse JLS- beat again and was produced by Steve Mac. The genre that is represented is pop and is shown through :

• choreographed dance routines
• beauty shots
• fast paced editing
• matching clothing
• close ups
• band shots
• looks at the camera
• focus on them
• very stylised
  
  

What is the relationship between lyrics and visuals?

Many of the visuals are used to illustrate the lyrics and there are a number of shots which empasises this relationship. This is very typical of a boyband with a genre of pop music, it makes thes lyrics very clear to the audience it doesnt over compicate anything and it also appeals more to the audience. As there is no other meaning towards the lyrics or narrative given to show the lyrics, the band are in the whole music video, using lots of different movements to illustrate the lyrics

These pictures are all taken when words in the lyrics are things like 'up' 'die' 'me' and 'beat again'. It obvious from the pictures that they take words literally from the lyrics and have dance moves that then make that word visualised. By doing this they are giving a literal interpretation of the lyrics and the viuals illustarte them.

What is the relationship between music and visuals?

Throughout the song they cut the video in time to the beat. This is obvious straight from the start where they fade a black screen over the boy band to the first beats of the music in order to build suspense and emphasies them. Throughout the whole song the editing it sharp quick straight cuts in order to fit with music, as the pace is kept constant throughout the editing is kept constant throughout and this helps emphasise the music and the beat of the song. There are no instruments in this video therefore these visuals do not emphasises the music. However they constantly use drop down black visual screens to keep the beat constant and this really makes people aware of the music

Are there close ups of the artist and star image motifs?

This is a main part of the music video, the close ups on the band are very constant and there are lots of shots of there faces. I think this is very much how the record company are wanting to sell the track. They are using the boys looks in order to target the audience which would mainly be teenage girls and by giving close ups draws the audience in and allows the band to be seen individually. They are offereing a very sexy image, they are making all the members look as

attractive as possible and along with their dance routines they are suppose to look very cool and someone that the audience would 'fancy'. This was there first video, however they came from the x factor and while they were on it they use to always wear different colours, blue, green, red and yellow with JLS on the front of the clothing which use to be there trademark. In this video there clothing has very much changed and i think this is so they become a real band and make themselves a bit more serious and the record company have given them clothing that instead makes them look good and will look attractive for the audience.

Is there reference to the notion of looking?

This video is all about 'the look' however it subverts the gender thoery as they are not using the female body to atrract the audience instead they use the males bodies. They use the bands bodies and faces in order to make them look very sexualised and put there phsique on display as you can see from the pictures. The costume they are wearing are all matching however some have there buttons undone and rolled up sleeves I think this gives them an edge and again adds to 'the look'. There dance moves are not neccesarily sexualised however they are used to allow them to show off, as one of them does backflips and they have a lot of movement. Parts of the camerawork have close ups on their chests and torso which i think is done again to add to 'the look' and make them look sexy. I think this has all been chosen as its very much part of boyband pop genre. It allows them to sell the record and they use the bands image in order to sell the track and gain audiences. The main audience that this would appeal to would be teenage girl and the gay audience, by appealing using the look they attrract them and therefore make money for institutions and the record company

Are there intertextual references?
This breaks the conventions of Andrew Goodwins music video key theory. This is because there is no intertextual references throughout the video. It all set in one location and the video is all about the band instead of intertextual references they use there image and dance routines to make the video interesting.

Is the music video performance base, narrative-based or concept-based

This video is very much perfomance based there is no reference to any sort of narrative or concept based. Its all about showing off the band and the whole video is made up of just them. There dance routines allow them to perform throughout which entices the audience and gives centre of attention on them throughout the video.

Conclusion

Overall I think this video of JLS is a very good example which follows Andrew Goodwins theory of music videos almost perfectly. It has genre characteristics, relationship between lyrics and visuals, relationship between music and visuals, close ups of the artist, image, reference to the notion of looking and a performance based. However intertextual reference is the only point missing from this video which does not fit with Andrew Goodwins theory.