Goodwin's theory

Sammy Adams- only one

Genre characteristics:
Sammy Adams is an American rapper and recording artist from Massachusetts. His song 'Only One' fits into many genre's, having his influences be from many types of music, including: classic rock, rock, classical music, and blues. This song specifically is a cross-genre from hip hop/urban with an edgy/rocky beat.

Relationship between lyrics and visuals:
The running theme throughout the video, via visuals, is the typical party scene, a summer evening, with friends and having a good time. The lyrics link in with this because they initiate the idea and convey the theme of having a fun time with your mates, and living life to the fullest. The song title of 'Only One' implies that it will be a video about love and romance, although that is not a main theme, it is a sub theme, with the use of pretty girls and good looking guys, to act as a 'party love'.

Relationship between music and visuals:
The theme in the music video being 'party-ish' and 'living while you're young' fits with the beat and edginess in the song, and also, me personally, would definitely play this song at a party, knowing it gets people in the dancing mood. The party in the video typically has the male brawl, which I interpret as being over the blonde girl that Sammy is showing affections for. The visuals in the video link with the music by being upbeat and fun, something that would be played at a party anyway, thus the relationship between the music and the visuals is clear and relevant.

Close ups:
The use of close ups in this video are very important, considering that Sammy Adams is an uncoming star, and so the use of the close ups give the audience a personal relationship with him, getting to know his face and his name. Personally watching this video, I can tell that Goodwin's theory is important and incredibly accurate. The close ups used in 'Only One' show a set motif for Sammy, showing off his 'hard' attitude, making sure he will be type cast with performers and artists such as Professor Green, Dappy and The Kixx- not jsut because of a similar genre, but because of similar attitudes and music styles.

Voyeurism:
The voyeurism is not too obvious in this video, although it is there. Sammy is obviously interested in the blonde girl, and although her sex appeal is limited (minimal make up, doesn't show much skin), so personally I suspect the voyeurism is used on Sammy himself (who plays himself) to attract girls to their target audience, making it broad and not 'type-cast'. The blonde girl is very pretty, and it shows the natural side of beauty, instead of the usual half-naked and heavily made up girls that are usually portrayed in music videos. In addition, this also sends out a positive message to those watching, especially the younger generations.

Intertextuality:
There is no intentional intertextuality used in this video, although the fights and street fights are reflective of society and seen in other films and videos. The audience would be hooked on the girl and Sammy's relationship, wondering if anything ever comes of it, what happens next etc. And this happens without the need of intertextuality- the story line itself manages to create enigma in the audience regardless. The narrative is strong, with visuals, music and lyrics all in connection, giving the video and strong meaning and easy message to convey.