Applying Goodwins theory of music videos, Kendrick Lamar - i

I will be applying Goodwins theory of music videos to the song "i" by Kendrick Lamar. One of the features of Goodwins theory is that videos demonstrate genre characteristics. The music video to i features a performance / narative which is typical of rap music videos. Shots of Kendrick performing are interlinked with shots him walking through Compton and witnessing the tribulations of everyday life for people living in the ghetto.

The second part of Goodwins theory states that there is a relationship between lyrics and visuals. This is present in the music video as when Kendrick mentions police in his song there is then a shot of a man being arrested by the police. Although its not directly the lyrics, the video changes it tone as the tone of the song changes. When Kendrick is rapping about negative things the tone of the video is darker and more saddening, we are shown hardships and struggles, where as when the song gets to the chorus, the video is much more upbeat and positive with people dancing with Kendrick in the streets, symbolic of the idea that life always gets better and this represents the hope that Kendrick provides to Compton, showing the people that you can be whoever you want to be in life. The lyric "I love myself" is repeated in the happier shots. When the tone of the song completely changes with Kendricks last verse, the beat and instrumental becomes much more chaotic as does the video with Kendrick then hanging out the window of the car and with the camera becoming unstable.

Goodwins theory claims that the record label will want many close up shots of the artist and that artists may develop a motif that stretches across all their videos. The video features so many shots of Kendrick at different angles and ranges so the video fits that criteria. Many of Kendricks videos are similar to this with them being performance videos also featuring other content, for example King Kunta which I have written another blog post on.

Finally, the theory states that there are often inter-textual  references to other medias, the video features many things which are present in Kendricks other videos and also other rap videos such as low rider Impalas.