Goodwins Music Video Analysis

Andrew Goodwin writing in 'Dancing in the Distraction Factory' (Routledge 1992)
1.Demonstrate genre characteristics
Example:This video demonstrates the key elements of a Hip-Hop/Rap video, these characteristics     being sexualized women, fast cars and even the clothing they are wearing represents the Hip-Hop/Rap industry

2.Relationship between lyrics and visuals
Example:This clearly shows a connection between the lyrics of the song and the visual imagery, with the way in which the women are dressed and also the scene at the end of the video where the women are laying on the beach. The beach has a definite relevance to California, which relates directly to the lyrics of the song

3.Relationship between music and visuals
Example:The way in which the video is edited and the use of lighting relates the musical beat to the visuals

4.Record label demands
Example: The record label which Rihanna is a part of focuses on their Hip-Hop image aswell as making themselves extremely noticeable which is a key part of their record label

5.Reference to notion of looking
Example:This video gives reference to the notion of looking as the camera follows every action which is happening within the video, the movement of the camera takes the audience on a journey as if they themselves are there watching this happen.

6.Inertextual reference
Example:This Madonna video carries cinematic references to the movie 'Gentlemen Prefer Blondes', the music video recreates an iconic scene-where Marilyn Monroe is surrounded by men