This music video for 'Video Phone' by Beyoncé (ft. Lady Gaga) conforms to Andrew Goodwin's music video theory which I will be using to analyse it.
The video clearly indicates the genre of the song as it includes a dance routine which is common to pop music videos. The dancing is performed by the two female singers and is quite provocative which may allure male viewers rather than females who might prefer the song. But this allows Beyoncé to gain a bigger audience.
The visuals presented in the music video have an obvious connection to the lyrics in the song as the whole song is about being watched on a video phone (with repeated lyrics being 'watch me on your video phone'), and the male dancers, who are dressed as cameras, are watching her. Also, when we see a close-up shot of a camera zooming in, Beyoncé can be seen in the reflection in the lens, further displaying this point. In addition, she sings 'you say you like my bag and the colour of my nails' while showing her bag and her nails, showing that that there are more links in the video to the lyrics.
The video is perfectly cut to the beat of the music which amplifies the relationship between the music and the visuals, especially when there are very fast beats and the editing speeds up to match. This relationship is also illustrated when the firing of the guns and the flashing lights are all in time with the beat.
The demands of the record label for lots of close-ups of the artist are definitely satisfied in this music video as there are many close-up's of Beyoncé's face. In fact, there are even mirrored close-up's faded into the background of other shots. This allows her to become more recognisable as an artist and as a brand.
As previously mentioned, the whole concept of the song and music video is being watched through a video phone. Therefore, there are frequent references to the notion of looking within the video. Beyoncé is being watched by the cameras, seen on the reflection on a lens and is shown on screens within screens, making her the focus of the video. She is always in the center of the shot apart from when Lady Gaga is with her, where they share center. This signifies that they are the center of attention along with the suggestive dancing and lack of clothing, which acts as voyeuristic treatment of the female body to sell her star image which is common to pop music videos.
The music video also contains an intertextual reference where the beginning resembles the opening titles of the film 'Reservoir Dogs' with the suits, the way they are walking, and the slow-motion. This creates intrigue and makes the video more likely to entertain a wider audience which will again give Beyoncé more recognition.
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