Analysis of a Music Video using Goodwin’s conventions

Rizzle Kicks- Lost Generation Connor Moore

Andrew Goodwin

Andrew Goodwin, when writing in ‘Dancing in the Distraction Factory’ argued that many music videos shared 6 generic conventions, these were:

1. Different sub genres of music have there own video conventions (e.g. Stage performance in rock videos, choreographed dance routine in pop videos)

2. The relationship between lyrics and visuals 3. The relationship between the music and visuals 4. The demands of the record label will include the need

for lots of close ups of the artist to emphasise the image of the star

5. There is frequently reference to notion of looking(screen within screens, telescopes, ect) and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference(to films, TV programmes, other music videos and other popular culture)

Rizzle Kicks- Lost Generation Lost Generation was released as a digital

download in the United Kingdom on August 25, 2013 as the lead single from their second studio album, Roaring 20s (2013). The song was written by Jordan Stephens, Harley Alexander-Sule, Ant Whiting, Emily Phillips and Pete Cannon. The song has peaked to number 6 on the UK Singles Chart.

Each sub-genre has its own style When watching I was able to notice the

number of sub genres within the music video, one of these sub genres was pop, as we are able to see a dance routine towards the end of the video. Another sub genre that was noticeable was rap, this is because throughout the video one member of the group is always rapping, and the final sub genre that we can see is hip- hop, this is because of the type of dancing that is shown in the video, and also because of the rap as this was popular in most hip hop videos during the 1970’s.

There is a relationship between lyrics and visuals

When watching the music video i would say that it is amplification; the reason for believing this is because there is a slight link between the lyrics and visuals, this can be shown when they talk about different TV shows such as Jeremy Kyle, which they then show in the video itself. And also when making reference to talent shows we see the buzzers that are used in the TV show Britain's Got Talent.

There is a relationship between the music and visuals

After seeing the video it was clear to see that there was a relationship between the music and visuals, and this was that the cuts in the music video are in time with the beat of the music, which is something that happens in almost every music video.

Close ups of the stars

During the music video lost generation, there are many close ups which are used to help establish the both stars of the video and emphasise their own image. However in this particular video there are quite a few mid shots, this probably to establish both singers rather than just 1.

References to the notion of looking and voyeuristic treatment of women In the music video, we can

clearly see that there is a reference to the notion of looking, this is when we can see one of the singers watching himself on the TV, while we can see both on screen. However after listening to the lyrics there is no voyeuristic treatment of women, as there is no reference to how the way women look.

Intertextual reference

In the music video there is a number of intertextual references that relate to the culture in what we live in, and relates to almost everyone. This is because there are references to TV shows such as Jeremy Kyle, Big Brother, Britain’s Got Talent, all of which are watched by us. Also throughout the video #trend is used quite often which relates to twitter, relating to a more younger audience and also there is an image of someone's instagram page. All these intertextual references relate to different audiences, meaning that it may gain more status for the duo Rizzle Kicks, meaning in more sales making the video a popular hit.