Andrew Goodwin conventions of music videos dictates that each video will demonstrate genre characteristics which are often associated but not exclusive to their genre. For example, stage performance videos are often used by metal bands such as Rammstein's 'Ich Tu Dir Weh' and rock bands such as System Of A Down's 'Chop Suey!' in order to give a sense of energy and enjoyment, often displayed by an audience or an extravagant high energy stage performance. Goodwin also suggests that there should always be a relationship between lyrics and visuals of a video, often illustrating, amplifying of contrasting certain lyrics or the overall message of the song. The Newton Faulkner song 'Write It On Your Skin' uses the movement of the smoke clouds from the houses to amplify the beat and exaggerate the rhythm of the song in order to engage the audience. In this music video for the song 'Upside Down & Inside Out' by the American alternative rock band 'OK Go', certain genre characteristics can be identified using Goodwin's theory.
One example of this video adhering to Goodwin's theory is the amplification of aspects of the music through the movement of the band members in the video. As the song changes, for example; the chorus comes in or instruments become louder or added, the band members move from each position and eventually make it back to the starting position which was them sitting down. Moreover this emphasises the movements made, especially during the chorus where each band member is out of there seat. Goodwin suggest this is common which rock band, a genre where live performance videos are largely used, as movement to music is utilised and emphasised by the changes in instrumentation through layers mostly seen in rock and the quicker more defined tempo of this genre. Therefore, Goodwin's theory of movement amplifying music within rock music certainly applies here.
Alternatively, this video challenges his theory of related style and iconography. Alternative rock and the wider rock genre usually uses a dark, grey toned mise-en-scene which often echos the deeper and sadder topic of song. 'OK Go's' use of bright colours challenges this motif. However, although the theme does not adhere to other alternative rock videos, bright coloured costumes are a recurring feature in other 'OK Go' videos. Songs such as 'The Writing's On the Wall' and 'Needing/Getting' also use this running motif. Intern, suggesting that the band have created an individual style which is recognisable to themselves. Themes such as perspective and 'chain of evens' are also used by the bad to create their own unique style which can then be marketed. This is also highlighted in the bands song 'This Too Shall Pass' where a previous video by the bad plays on the TV (also an inter-textual reference, another Goodwin theory), suggesting the connections of each video and the specific style the band has created mimicking episodes which therefore encourages viewership. This therefore adapts Goodwin's theory of stylisaion and supports the theory of genre as a marketing tool in order to adapt the bands image.
In these videos there is a definite sense of voyeurism. In the video 'This Too Shall Pass' the camera is completely demanded by the sense of movement watched by viewers. In this case this is used to create tension as the viewer watches eagerly waiting to see where they will be taken next, typical of rock music as tension is often used to engage the audience through the music and videos. Also used as a marketing tool to engage audiences; This supports Goodwin's claim that voyeurism is used to expose genre.
Conclusively, this video supports Goodwin's theory and exposes the techniques that may hinder or help artist by establishing an genre through their videos.
