Genre Analysis

Here are 3 videos of a similar genre and how they display similar characteristics








These 3 videos all share certain characteristics, the most obvious of which is the choice each director has made to the video look like it could have been filmed in the 60s. The third video is actual footage from The Jonestown Institute in California documenting the People's Temple movement in the 1960s. They have edited in the lead singer of the band to give a more authentic feel, which conforms to Goodwin's theory of music video characteristics. The first video, 'Lust For Life' by Girls, has the effect of looking like a string of home movie clips cut together which acts as a throwback to the 1970s when people use to film in this style. The song itself also makes reference to wishing things were different when they were younger -
"I Wish I Had A Father
 And Maybe Then I Woulda Turned Out Right"
The Arcade Fire video has the themes of redemption and realisation, the former of which is shared with the Cults video.
All three videos feature the artist although very briefly in the first video.
They also all have people (not necessarily the artist) singing the lyrics of the song.
Each song's video also has strong ties with the lyrics and music of the song.
Similar themes also run through the video such as the idea of things that have happened in the past - wondering about if having a father when they were younger would have made them "right"; being shut out from the world when loved ones have died and then forgetting and moving on; the Jonestown Massacre and how each person's experience is different.

Analysis of a music video in reference to Andrew Goodwin's six conventions of music videos

This is the music video which is analysed in the presentation below the video,
Artist: Battles
Song: Ice Cream

Music video characteristics

A2 Specification

Here are the relevant aspects of the A2 Media coursework specification: 

This is a coursework unit. Centres must set the brief from the menu below, though they may define more precise details in negotiation with candidates. From this brief, candidates will produce:

• a media portfolio, comprising a main and ancillary texts; 
• a presentation of their research, planning and evaluation in digital format(s).

The media portfolio will be produced through a combination of two or more of the following media:

• Video 
• Print 
• Web-based 
• Audio 
• Games software

Each candidate will evaluate and reflect upon the creative process and their experience of it. Candidates will evaluate their work digitally, this evaluation being guided by the set of key questions below. This evaluation may be done collectively for a group production or individually. Examples of suitable formats for the evaluation are:

• A blog DVD extras
• A podcast 
• A powerpoint 
• A Website 
• Or a combination of two or more of the above

In the evaluation the following four questions must be addressed: 

• In what ways does your media product use, develop or challenge forms and conventions of real media products?
• How effective is the combination of your main product and ancillary texts? 
• What have you learned from your audience feedback?
• How did you use media technologies in the construction and research, planning and evaluation stages?

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• a website homepage for the band; 
• a digipak for the album’s release; 
• a magazine advertisement for the digipak.