The notions of looking theory

Andrew Godwin's theory. He has identified a number of key features within music videos that form a relationship and get the interest of the audience, a personal relationship is developed between the artist and audience throughout the music videos, this is created from the lyrics and the visuals seen on screen which is either contradicting the lyrics or emthasising them.

He says that in music videos a lot of the time there is a constructed link between the artist and the visuals of the song, and everything is done very carfeully and purposely. He says sometimes intertextual references to eaither music videos or within films provide greater understanding and pleasure to the audience.

He points out that in music videos, a lot of the time the artist is looking directly at the camera. This personalises the experience, making the audience feel as though they are talking directly to them , feeling a closer personal relationship with the artist, causing fan base to grow.

This Notions Of Looking theory is very relevant to my music video, the main female artist within the music video is looking directly in the camera for most of the video, she is miming lyrics wihtin the song which empthasises the lyrics and overal message of the song. They also do this with text, for example when she mimes " like it" to the camera, the words say it, she mimes it, and it also comes on the screen with text.

Another example is how in my chosen video a lot of visual images are present empthasising what she says, with the " gucci gucci" lyric, the lyric is played out loud, she then mimes it, as well as having it wrote on her hand, this is a very effective way of empthasising certain lyrics and we also plan to use this small technique in our music video. I think all the different lyrics and visual images to back up the lyrics is all to reinforce the originality of the song, as well as it being fun, random and different from any other.