Goodwin's Theory of Analysis

Andrew Goodwin has identified a number of key features which distinguish the music video as a form:

- There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.

We plan to make our music video very conceptual, instead of it being mainly performance based, we would like to make our music video very original and different to many other videos that are popular in the modern day. While making the video we will be keeping typical dance video aspects in mind so we keep with the genre of our song, we would like to use bright neon handprints, colours where both characters we have created in the video has a wide range of coloured handprints on their outfits,we also plan to use fast paced and close up shots, the shots will all be edited together to fit with the timing of the beats of the music for example the shot will change every time their is a dominant beat,we will also fit our footage to the pace of the song.

- There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.

While planning our music video we planned to create a video which illustrates and amplifies the song, the ideas for our music video are related to people being emotionally upset, much like the main lyrics of the song 'I bruise easily'. As a result of this we have created our costumes, all mise-en-scene and lighting while keeping the idea of being emotionally upset in mind.

- Genres are complex and diverse in terms of music video style and iconography

We plan to keep the 'typical' aspects of dance genre videos in our own music video, as a result of this we plan to use, bright neon colours, coloured handprints on our costumes, colours where both characters we have created in the video has a wide range of coloured handprints on their outfits,we also plan to use fast paced and close up shots, the shots will all be edited together to fit with the timing of the beats of the music for example the shot will change every time their is a dominant beat,we will also fit our footage to the pace of the song.

Additionally, the first mix of 'Bruised water' uses natural elements as a main component of the story line, the character in the video needs water to live as the is a mermaid, also Chicane's 'Saltwater' the video starts with a person walking on the sand at a beach, we follow them using a handheld camera for realism. We then follow them into the ocean, which is a main aspect of this song, we also cut between the natural aspects and footage from a club. However in the initial 'I Bruise Easily' the video simple follows a story line, however we have been inspired by this video by the dark lighting when the main artist is lip syncing, we have also used natural elements in our video such as water and sand much like other Chicane music videos.

- Record companies will demand a lot of close-ups of the main artist or vocalist.

We plan for our music video to include 'meat' shots of the main artists lip syncing to the lyrics of the song. We have also filmed a large amount of close ups, including pans and tilts with the artists in main focus, we are planning to use these shots and cut them together quickly to create a fast pace for the footage, which will fit with the song. We are including a narrative story line which will entail following each character while they go through a loose story. Many other music videos use loose story lines to keep the story interesting but also not difficult to follow, as the first purpose of a music video is for entertainment.

- Voyeurism is present in many music videos, especially in the treatment of females, but also in terms of systems of looking. Some examples are screens within screens, cameras, mirrors, etc.

Most dance music videos include voyeurism, we are planning not to include this in our video. This is mainly due to most dance music videos being based around people getting ready, going out and enjoying themselves. However we are including a narrative story line within our video, we wanted to make our music video very original and different from the typical music video as we believe this will be more challenging.

- There are likely to be inter textual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans.

Our music video has similarities with the first music video of the mix between 'Saltwater' by Chicane and 'I Bruise Easily' by Natasha Bedingfield, the music video cuts between shots every time the louder and more dominant beat plays in the song. This shows that fast paced shots and cuts are also part of the dance music genre. The original music video also uses the idea of someone suffering (the 'mermaid') and the end of the song showing a solution to the problem.