Music Video Theory Analysis 2

The next music video that I will be analysing with the use of Andrew Goodwin’s theory is BTS’ Fire MV. It is a hip hop, R&B, Kpop song which features snippets of house production and twitching electronics.  Two versions of the music video were released when promoting the song. One video was a promotional video in order to promote their single “FIRE” whereas the other version is a dance version which enables the audience to learn the choreography for the song. This leads to making the song even more well known around the world. 

Going back to Goodwin’s theory, we can already tell that it includes some of the many points Goodwin has stated. For example, from looking at the music video it already demonstrates genre characteristics. From the FIRE MV they have included snippets of their choreography as well as having a small plot. The overall tone of the music video usually tends to be very upbeat; fast pace and bright, with the artists wearing trendy and mainstream clothes. Hip hop/ pop music videos are more likely to be fun and creates an exciting nature which appeals to a younger audience. One good example of this statement is the gif shown below; the seven males wearing bright, mainstream clothes and the music had an intense breakdown which contrasts with the choreography.

Moreover, Goodwin’s theory states that the visuals must match with the music. This is often by taking the tone and atmosphere of the song and extracting them into the music video itself. For example, an upbeat song, for instance Fire, is likely to include various choreographs and consequently making the tone and atmosphere  cheery and gleeful. The music video’s atmosphere and tone is rather entertaining and it is demonstrated with a very high-key lighting throughout.

Goodwin’s theory also states that the visuals must match the lyrics; it is often done by taking the literal meaning of the lyrics and applying it to the music video. Some lyrics may often have a deeper meaning behind them which can be realised by the audience after further inspection of the visuals. Other times, the lyrics may be repetitive in order for the audience and viewers to build a relationship with the lyrics; plus it helps them remember the song instantly. From looking at BTS’ Music video, “FIRE” is used as a central point of the meaning in the music video and the meaning behind the song, according to the group, is that they have gone through a risky youth and they ran away with through reality so now it is time to burn it all now. Looking at the lyrics, they repeat the word “FIRE” alongside with a very upbeat choreo. This allows the audience to understand that they are trying to break through the rough past by burning it all out so that they are able to start fresh all over again.