OC-Devlin Rewind Analysis

Andrew Goodwin, Dancing in the Distraction Factory (1992) carried out research into mainstream music videos and identified typical conventions.  Applying his critical framework to music videos such as Rewind by Devlin, Corin Hardy 2013 determines to what extent the text is conventional.

Firstly, he stated that music videos demonstrate genre characteristics.  This video could be categorised as being in the Hip Hop genre.  It is conventional in that in the video Devlin can be seen to lip sync throughout.

Cutting rate in the music video is slow at certain points which is unconventional of hip hop as this connotes a dull and slow mood which rejects conventional hip hop videos where the cutting rate is fast and frequent. The link between the song and the video is distinct as it is solemn so a fast cutting rate juxtaposed against the slow cutting rate would not work, so therefore the cutting rate is slower to create a link between the visuals and the lyrics.

Camera techniques, the close-ups of Delvin’s face are conventional of hip hop as you can see him lip syncing throughout, which also connotes synaesthesia.

Post-production, this creates a link between the visuals and the lyrics, as the title of the song is called rewind and in numerous occasions throughout the video the footage can be seen to be rewinding this creates a distinct link between the lyrics and the visuals. This direct link between the visuals and lyrics is further conventional of hip-hop.

Narrative, throughout the music video a story can be told through the lyrics and also through the video. The direct link between the video, lyrics and then narrative forms a conventional link of a hip-hip video.

 Goodwin discussed the relationship between lyrics and visuals.  In relation to use of lip syncing it is clear that Devlin is the main character connoting para social intimacy, however in the close up sequence it is more prevalent and known that he is the main character as he fills the screen.

He also considered the relationship between music and visuals to be an important convention.  In video the music is a minor key with the visuals reinforcing the mood the music sets as the cutting rate is slow as well as slow motion filming being evident however this approach in a hip hop song and video in very unconventional of the music genre with a fast cutting rate and major key usually evident.

He made this reference to the notion of looking. This convention is not presented within this video though with him not in the narrative, Devlin throughout can be seen to be lip syncing but not playing direct role in the narrative.

According to Goodwin, music videos conform to notions of looking through voyeurism.  This is evident in the music video with the camera following the women from a variety of different angles and also locations. This was also displayed with the women's make-up as she wore red lip stick which has sexual connotations with this used in Hollywood for these exact reasons. 

In conclusion this video conforms to the theory of Goodwin as throughout there are links between visuals and lyrics. Voyeurism can be seen in the music video with the women as she wears red lip stick which presents an aspect of voyeurism. However, the notion of looking which is conventional of Goodwin is not represented in this music video making it unconventional in that respect.