"music videos have their own style and iconography"
Style and iconography:
Goodwin also theorises that music videos have their own style and iconography. This is proven by the fact our music video is in an arguably original style, with a unique storyline that challenges the forms and conventions of real music products.
Although, since it involves a female character involved in the loss of ‘desire,’ it could be likened to Lady Gaga’s music video. In contrast to the “Bad Romance” video though, our media product doesn’t feature other dancers which is also a common attribute of pop/dance videos. In contrast to our music videos I think this has allowed us to put emphasis on our female character’s life which could help viewers relate to her in both a sympathetic and empathetic way depending on their circumstances.
We also followed similar styles and iconography associated with the themes of love which is commonly found in dance/pop music videos such as the ones which I have mentioned. This includes the fact we included props in our video like an ornament shaped like a heart, flowers, a clock, candles, a table cloth, wine, a cigarette being lit by a lighter and a flaming grill.
These are all important because they help to create the mise-en-scene which conforms and rejects the stereotypes associated with these types of music videos. For example, in the opening scenes we had close-ups of the heart shaped ornament which had the words, “kiss me goodnight” on it.
This, along with the other props, have obvious connotations of romance especially since (in this one’s case) hearts are stereotypically associated with it anyway. However, following shots include other close-ups of a candle being blown out. This relates to the metaphorical meanings of the music video. By blowing out a flame it indirectly insinuates and foreshadows the loss of ‘desire,’ which is one of the ways we used props to further emphasise Goodwin’s convention relating to how visuals and lyrics link to one another.
By involving elements of fire, I believe this represents other important and metaphorical meanings which coincide with
the themes of love and loss of it, such as that, it can be dangerous and playing with it can result in you being hurt. Interestingly, our use of fire also relates to intertextual references (which will be analysed further as Goodwin thought about these), since fire is included in Years & Years real media product for the song. Again, this means our style could be likened to other media products, since we’ve used fire to illustrate that love can seem attractive, but be hurtful, however we’ve used it in a slightly different way.
I also think that iconography relating to time is another important and unique characteristic of our music video. By including repetitive scenes of clocks counting down, these can be likened to a ticking time bomb which could be a metaphor for the pair’s relationship. I also like how this is emphasised by a wide-shot of a candle on a table cloth which has a clock pattern.
It’s interesting to me how everything metaphorically relates together to symbolise their relationship which challenges the style and iconography in other media products. We’ve therefore used and developed the concept and love, as well as challenged it to create meanings which are metaphorical and are open to interpretation which is both original and interesting.
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Says Andrew Goodwin...
"The media industry is hugo, exciting and forever changing! That's why you need to revise, revise, revise! You can stay up to date if you're missing any notes by logging onto the school website." - Mr Jones, Head of Media.