Case Study: Applying Andrew Goodwin’s theory of music videos- BEN RODWELL

Many of Andrew Goodwin's theory's about music videos are present in the video for 'Grape Vine Fires' by Death Cab For Cutie.

For instance there is a clear relationship between the lyrics of the song and the music video visuals. This helps enforce and amplify the lyrics as it enhances them with visuals. For instance in the first chorus of the song where the line "before we all burn" is repeated the audience are shown images of paper like scenes catching fire. By doing this the lyrics are made more prominent and furthermore the music video as a whole is made more relevant to it's song. This theory is demonstrated again later in the music video. As the lyrics "Watched the plumes paint the sky grey" are sang, there is a shot of a sky filling with dark grey smoke. By using visuals that mirror the song, the lyrics are enhanced and reinforced to the audience. It creates a cohesive and relevant music video which is beneficial for the audience. In addition to this, the downbeat, solemn tone of the music video is emphasised by using visuals which mirror the lyrics and furthermore the meaning of the song itself.

As the visuals reflecting and amplifying the lyrics, the same is true for the relationship between the video and the music itself. The structure of the song is mirrored through the structure of the music video; throughout the first two verses and choruses the song slowly builds and the music video follows suit giving the audience an idea of the story of the video. However when the middle 8 section of the song begins (at around 2.20) the protagonist is seen to physically turn a corner on his bike. This is symbolic of the story of the video progressing and moving along. While the lyrics of the song are mirrored in the video, the opposite is apparent in the relationship between the music and the visuals; they contradict. As the music lowers in intensity (fewer instruments play and the emphasis is placed wholly on the vocals) the visuals reach a climax; the protagonist’s brother’s partner is burnt to death. By having the music lower in intensity whilst the visuals reach their peak, it makes the visuals even more powerful and emotional. The middle 8 section of the song uses a different chord progression symbolising the change in intensity the visuals portray. After this section the music reaches its peak and the visuals mirror this showing scenes of rampant fire and the protagonist’s family’s desperate attempt to escape. By experimenting with the visual-music relationship the video pulls the audiences focus around making parts such as the death of the girl seem intense and emotional. This supports Goodwin’s theory

Finally Goodwin states that “there is frequently reference to notion of looking”. This is apparent throughout one of the main themes of the music video. The video starts with a photo in a frame of the protagonist which comes to life as the video progresses. As the video continues this theme is repeated several times; photos in frames coming to life and continuing the story. Often the photos represent better times away from the all-consuming fire. They are used as a metaphor for memories  and this is apparent at the end of the video where the main character returns to the fire to save photos of his brother and his partner. While in more conventional music videos this “notion of looking” is represented through screens, telescopes or glasses this music video, fitting with the paper-like aesthetic, using hand drawn photographs. Furthermore the repeated use of this technique gives a “screen with in a screen” style which is commonly used in music videos. By doing this it relates to the audience as they feel as well as them looking in on this video, the character of the video themselves are too; the audience feels related to.

In conclusion ‘Grape Vine Fires’ by Death Cab For Cutie demonstrates a number of Andrew Goodwin’s theory’s. The visuals both mirror and contradict the music and the lyrics of the song at different points pulling the audiences focus. As well as this the typical convention of music videos incorporating screens is used in this video however in a slightly more alternative way.