Analysis of a music video (2)

This is the music video for the song "Video Phone". The analysis will be according to Andrew Goodwin's theory on the features of music videos.

This video adheres to the first of the theories whereby a pop music video will often include a performance element such as a dance routine. Here the dance routine is stereotypical as it is performed by two females, which attracts a male audience.

There is a strong relationship between the lyrics and the visual elements of this music video, as the lyrics make reference to being watched and filmed on a video camera and this is reflected in the costume choice whereby there are two dancers dressed as cameras, watching her as she dances. Additionally there is a strong erotic connotation where the dance routine matches the lyrics as Beyoncé places her hand on her chest.

The third of these theories is the relationship between the music and the visual elements of the video. This most notably seen where the video is cut to the beat of music in the background to keep a steady pace and allow the viewers to understands the tempo and tone of the music based on the visuals attached. A second example is how the some of the footage is replayed and rewound to match the pace and beat of the music, also making the video more aesthetically pleasing to viewers.

The video clearly adheres to the fourth theory that the demands of the record label will include the need for multiple closeups especially during chorus so that the recording label can attach brand recognition that is shown by the icon in order to attract a larger audience and establish a branded image of the artist.

Initially, the fifth theory is initially seen in the movement of the cameras as they pan along Beyoncé's body repeatedly as if to represent the "male gaze" through use of erotic angles. This leads on to the idea of 'voyeurism' in music videos whereby a music video that features a female lead will connote that she is being watched almost sexually and purposefully. This is reinforced as both Beyoncé and Lady Gaga are shown to be wearing minimal clothes throughout many of the shots, further sexualising the representation of women in the music video.