Music videos theorists

 Music  video theorists + application

Richard Dyers ‘star theory’:

Richard Dyer proposed that ‘stars’ are curated images, separate from the real person, that are made to attract a fandom and ultimately bring in revenue for the artist and their record label. 

There are 3 key aspects to a star:

-the star as a construction

-as a commodity (to make profit)

-and as an ideology (reinforcing specific values)

He also talked about the paradox of the star in that they must be both:

-ordinary and extraordinary (to be relatable yet inspirational)

-and present but also absent (in order to maintain a parasocial relationship with avid fans) 

Andrew Godwin’s theory on music videos:

He also proposed that there are demands placed on artists to produce music videos that sell for profit. However he suggested this is done though 5 different ways:

1. genre characteristics
2. Linking the lyrics with the visuals
3. linking the music with the visuals
4. Including close ups (for voyeurism) and motifs 
5. Including intertextual references 

Application to Eminem ‘without me’ music video:

Richard Dyer:

• Eminem curates his star persona as being relatable (wearing Nike tracksuit, scenes in a corner shop) but also aspirational (positions himself as superhero and important with low angle shots)
• Reinforces values of possession of money and women being aspirational to his audience, and curates his disagreeable persona as ‘slim shady’

Andrew Goodwin:

• follows genre conventions of rap music video with low angle shots and explicit gesture codes, also got objectification of women 
• lyrics are linked to visuals e.g. to trailer park girls
• Pace of music linked to visuals with fast cut montage scenes
• Close ups of star provided to personalise the star
• Intertextual references to talk shows in America and superman