Andrew Goodwin’s Theory Applied To Music Videos

Candy Shop – 50Cent

Candy Shop

• The video I have chosen to analyse is 50Cent’s Candy Shop. I enjoy RnB as a genre however the music video isn’t necessarily one of my favourites. I think that this video displays Goodwin’s theory well and I will be presenting this over the coming slides.

Relationship Between Lyrics And Visuals

‘I’m the love doctor’ ‘It’s like its a race who can get undressed quicker’(In the shot it is a bit unclear but in the scene the woman lashed a whip at his shirt and stripped it off in on go.

‘I’ll let you lick the lollipop’

Relationship Between Music And Visuals

On every beat in this sequence, the girls push out their bums in time with the music.

Genre Icons

Close Up Of Artist

The close ups of the artists face emphasises that he is the main character of the video and that he is of course the artist. This helps to promote 50 Cent as people can constantly see him. It appeals to a range of audiences. The gangster look that he has applies to males who may look up or admire him. Females will also be drawn to the video and the close ups as they may find him attractive.

The whole idea of the close ups promotes the artist and this is the main reason as to why he would be shown so much. He wants the world to know who he is and what his songs are. He has an image to keep up and a trend to set amongst the world. He does not want to lose his reputation.

VoyeurismIt could be said that this shot demonstrates voyeurism. Both characters are about to indulge in an intimate moment and this is not something that will be seen by other people. Also, neither of them are looking at the camera which suggests that the camera is there without permission therefore watching them without them knowing.