Goodwin and Dyer - Music Video Theories

Andrew Goodwin's theory is incorporated into Olivia Rodrigo’s ‘Drivers License’ music video, encompassing his idea of the singer representing a commodity and showing the contrast between the female being present and absent in the video at the same time. For example, the coming-of-age video uses a following shot in the tracking, to show how she is intangible, yet visible at the same time. The extreme wide angle and establishing shot refers to how she is in far proximity yet when the camera cuts to a close up, the performer almost seems reachable and accessible to her teenage audience. Furthermore, the video also makes Olivia seem ordinary and extraordinary simultaneously, representing values of expressionism through her dramatic body language and low-key lighting. She also embodies an ordinary appearance throughout the wide angles above her car frequently throughout the video and driving past her lover's house each day, highlighting the realistic longing desire to reunite with her soulmate. This is shown through the ellipsis, with multiple cuts and shots featured to show the agonising pain of time (an ellipsis), yet her devoted, loving attitude still remains with her as this time progresses.

https://www.youtube.com/watch?v=ZmDBbnmKpqQ

Richard Dyer's theorised four key concepts which allow music videos to work effectively, including:

-Stars as Texts - This is where stars are constructed to represent certain symbols or images across media texts, in order to amplify the meaning of the song and to reflect the ideologies of the artist through their performance in the music video. This is shown through Kate Bush's music video of Running Up that Hill, where she represents a dance with her partner through an otherworldly atmosphere.

-Stars as Commodities - Furthermore, Dyer identifies these music videos as a performance, meticulously designed to make money for the artist. Ultimately, music videos are a product within the music industry, with each purchase made for the performer results in an increased sales revenue and generated publicity. Within Running Up that Hill, particularly in 2022 when the iconic song was featured in a scene from the Netflix original TV show, Stranger Things. Bush received almost £2 million in royalty payments from her song rights being used in the show, whilst also hitting number 1 in the UK for the most streamed song, and  reaching the top 5 in America, demonstrating the significant impact music videos can have on other media products.

-Stars as ideological figures - Dyer states that music videos aim to reflect veteran ideologies and values that the artist associates themself with, whilst highlighting that the person and the performer are two separate concepts. The music video may be associated year ideologies such as liberalism, expressionism, focusing in themes of desire and passion which are re-informed through the lyrics of the song. This helps to amplify the meaning of the performance, using an A-listing celebrity as a methods of value transference to encourage her intended audience to accept her preferred meaning and remain resilient in overcoming life’s difficulties.

-Audience and Stars - Dyer explains in his Star theory that audiences can relate to and identify themselves with stars, appearing relatable and similar to create a sense of belonging with their audience. In Running Up that Hill, the importanc right the lyrics ‘I’d make a deal with God, and I’d get him to swap our places’ shows that many members of the audience will feel a certain point of solitude and low self-esteem in their lives. This displays verisimilitude with the audience as this realistic want to be removed from the earth is a trouble that some viewers will relate to in their lifetime, emphasising social issues that need addressing by society in order to help those in times of depression and extinguish their feeling of helplessness. 

https://www.youtube.com/watch?v=wp43OdtAAkM