Andrew Goodwin's theory - Lana Del Ray

Andrew Goodwin in his book Dancing in the Distraction Factory writes about what he defines as the characteristics of music videos. I have decided to apply these to the music video for 

1. Music videos demonstrate genre characteristics/conventions (e.g. stage performance in metal video, dance routine for boy/girl band)

Shots that show the narrative of romance, and some type of relationship are a convention within female music video. Also the focus of shots, that show the solo artists costume highlight the convention of fashionable and individual style that is seen within the indie genre. 

2. There is a relationship between lyrics and visuals

(either illustrative, amplifying, contradicting)

An example of when  the lyrics seem to relate to the visuals, is where it cuts to the medium-long shot of the main road, when the lyrics say 'The road is long'. The way the camera seems to be travelling along the road as if a shot from the bumper of the car emphasises the journey both physically and metaphorically. Also how the shot shows nothing but the road, implies the vast mundanity of the journey and it's length. 

As the sequence cuts to this close up shot of Lana shows her doing a stereotypical hand movement of her running her hand across her neck, which is often associated with death and a threatening sign. As this is seen the  vocals reach the chorus of, 'We were born to die'. This is therefore highlighted as the climax of the song through the hand gestures which is clarifying and illuminating the songs lyrics. This is very effective, as the shot is very delicate which contrasts the harshness and blunt implications of the words, which have connotations of death.

The shots within this location, provide the opportunity for Lana to lip-sync to her song, and therefore there is a strong relationship between her actions and her lyrics. 

As she sings the line 'Oh my heart breaks', she gently raises her arm and places it across he body on top of her heart. This emphasises the meaning of love, pain and heartbreak, as her delicate movements in her white dress portray her as vulnerable and easily hurt. 

3. There is a relationship between the music and visuals

Born to Die, has a very powerful and rich sound, it uses instruments such as harps and layers of string instruments creates a romantic and luxurious sound. This is highlighted by the majestic and symmetrical opening shots, along with the low angle panning shot of the ceiling which represents the art work's beauty and delicate craft-man ship. 


The video also follows the convention of music and visuals relating through the use of sequence, as shots are relevant and either held or cut in a way that compliments the music. 

The pace is relevant to the song, as shots are held for a medium amount of time, which fits with the luxurious layers of harmonies within the song. 

It would not fit for her to have fast cutting clips as it will distort the viewing experience and cause confusion for the audience, whereas these fluent and gentle clip transitions, take the viewer on a journey with the artist and experience a more relaxed and sensitive song. 

4. The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which reoccur across their work (a visual style)

There is a constant use of close up shots of Lana, This makes it very clear to the viewer that she is the main feature of the music video and representative of the music label. Through the close-up shots there is clear use of lip-syncing and use of facial expressions to highlight song lyrics and style. 
It also draws attention to her white dress, which has association with virtue and innocence, which could also been seen as the 'born', and new born qualities, within the song, which is further emphasised through the church setting. Which is contrasted with her dark red lips, which have connotations of lust, passion and blood. Highlighting the chorus of the song, 'we were born to die', the reference to death, seems to be influenced by the dark blood lips. This provides a clear image of the singer as, passionate and strong due to her contrasting images. 
It also draws attention to her floral band, on top of her head, this presents her as a romantic figure, and keeps into the conventions of the indie genre. 
This will provide the record label with audiences recognising Lana Del Ray, and her close up highlights her grungy-romantic style of song, which they will be able to develop and use within other of the artists music video.

5. There is frequently reference to notion of looking (screens within screens, telescopes etc and particularly voyeuristic treatment of the female body)  

This shot is shown from behind the seat of the car, where the 'action' is happening. This encourages the viewer to feel as though they are looking on to the action, and that they are within the perspective from the back seat of the car. 

It is also interesting that it combines the notion of looking with the voyeuristic treatment of the female body, as the shots within the back of the car, are where the female is seen as being lustful.

These medium shots of the female and male on the car bonet, show her in a very sexually suggestive shots of her, as lustful and passionate. This encourages a more passionate response to the song, and uses this to be highlight the dramatic and encourages an emotional response from the viewer. 

6. There is often intertextual reference (to films, tv programmes, other music videos etc)

The opening shot of the female and male embracing in front of the american flag, could be seen as an intertextual reference to similar american artist and patriotic films. As the two are having an embrace it highlights the unity and patriotism between them, symbolising the whole of america as a solid state. 

The long shot of the opening location of the church with the two tigers and Lana sat on a throne with a floral crown on her head, holds lots of old testament references. 

The tiger itself represents fear and evil combine with its contradictory form of beauty and majestic appearance. 

Whereas the floral headband, could be seen as a reference to the crown of thorns worn, highlighting the power and authority she has, which is further seen through her symmetrical layout and her being in the centre of the image.