Andrew Goodwin 7 key ideas to

identify. By Zakaria Kadri

1. Music videos demonstrate genre characteristics (e.g.
Stage performances in metal videos, dance routines for
boy/girl bands)
• This feature is most notable predominate within pop music
videos however often seen throughout all genres. This is often
visible through clothing, props and as mentioned dance
routines. I will be examining 50 cents ‘In da club’ and as seen
in this video its visible through the clothing and jewellery
along with props that this is a hip-hop music video
Features such as the
headband and decks again
allude to the genre of this
music video but the
audience may also been
drawn to the dark lights
along with the ‘thug’ like
swagger in which the
characters carry themselves
There is a relationship between the lyrics and the visuals
(Either illustrative, amplifying or contradicting )
• Again this is included in most videos to engage
the audience with the music video and perhaps
offer greater clarity on the lyrics and meaning of
them. This is particularly useful as it may offer
the arts interpretation.
The lyrics state “you can find
me in the club” and so from
this image we can see the
type of club the artist is
rapping about. Also allowing
the audience to feel included
bettering the connection
between the two.
3. There is a relationship between the music and the visuals
• This point is very similar to the pervious except
it refer the music video upholding the
conventions of a the video (general trends)
As seen through this
screenshot the music
video uphold conventions
as it includes sexualised
girls in the video however
this point could even
refer to the manner in
which the music video is
edited, matching the beat
to cuts enhance the video
and make the video
enjoyable to watch.
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 (e.g. A visual style)
• The use of close up shots allows for the audience to feel
a sense of connection with the artist and so building a
star persona. This will also allow for greater brand
awareness which in turn acts as a form of promotion as
the idea audience will become familiar with the star.
This also symbolises the importance of the star as all
your attention is on them.
Shots such as this does
not only emphasis
brand awareness but
also highlights the
convention of the genre
5. There are frequent references to the notion of looking
(screens within screens, telescopes, etc) and particularly
voyeuristic (sexual) treatment of the female body
• the use of sexualised women within music video
engages men but also influences women into believe
a certain body type is the desired type. This is
especially the case within Hip-hop videos.
Here women can be seen
dancing in a sexual manner,
all in figure hugging clothing
and seem to be being
objectified by man. It
highlight this we never see
the camera focus on a
women throughout unless
she being sexualised,
undermining her value.
6. There is often intertextual references (to films, TV
programmes, other music videos, etc)

• In 2003 at the time the video was recorded 50 cent

wasn’t so well known and so having an appearance from
a more successful artist who already had a following
allowed for 50 cent to have greater reach as Eminems
fan where now also engaging with the music video.
this clip could also have a more
subliminal meaning as Eminem is
watching over 50 cent is could be
alluding to him being his mentor
which he was or a reference to an
invasion on privacy, as Eminem is
watching 50, which was a scandal
occurring during the time of
publication.
7. Whether the video is primarily performance-based,
narrative-based or concept-based and how element of each is
used in it
• As noted by Goodwin, music video can contain elements of
performance, concept and narrative if deployed correctly it
can be very effective. The reason for use is to keep the
audience engaged with the video and either make the video
relatable or a fantasy.

Within this video we can

see all three concepts are
used to make the video
more enjoyable to watch
as we can see the star
perform in a number of
scenes, rapping dancing
but also performing which
showcases his range of
talents