MV Theorist

 I researched the song is 'Just Right' By GOT7, in using Andrew theory. 

https://youtu.be/vrdk3IGcau8?si=7nGLfA8nj_9HdA0n

Introduction

GOT7 is a South Korean Boy group formed by JYP Entertainment in 2014. The group consists of 7 members who hail from South Korea, Thailand, Hong Kong and USA.

Concept of MV:

 The concept of this MV is body positivity. GOT7 are conveying the message that everyone should be happy with the way they look and to spread positivity about how they look. GOT7 portray body positivity in their lyrics and their visuals.

Music Video demonstrates Genre Characteristics:

The music video demonstrates the characteristics of the genre, K-Pop. Korean Pop shows more performance than narrative and concept in their video. However, the concept and narrative is still shown through the MV. For example, in this part of the MV, the band is dancing. This is because in most K-Pop MVs, there is some form of choreography, either complex or very simple. in the first 10 seconds of the video, we see a young girl looking at herself in the mirror, crying using a exfoliating device to try and make herself to what she thinks is perfect. This shows that in the Korean Pop genre, the concept can be shown as much as the performance within a MV, but the dancing is involved some way, shape or form.

There is a relationship between the lyrics and the visuals:

In this MV, we can see that there is a relationship with the lyrics and the visuals. For example, in the first image of the MV, we see GOT7 member, Jackson point to a mirror and sings in Korean 'Mirror, mirror, please tell her, Scale, you tell her too... You look perfect just the way you are.' This shows a relationship between the lyrics and the visuals as he is personifying the mirror so that he can tell a young girl hat she is pretty and doesn't need to change.

There is a relationship with the music and the visuals:

In this video, a relationship between the music and the visuals can be identified. In this distinct part of the MV, it is clear to see the relationship between the music and the visuals. At this part off the music video, the band are performing a choreographed dance which goes along with the beat of the music itself. Considering that the band are the visuals for this part, they use their dancing skills to their advantage to tie together with the beat of their song.

The demands of the record label will include the need for lots of close ups of the artist and the artist many develop motifs which recur across their work:

The demands of the record label are met through the usage of close ups. The artists don't develop any motifs as they are getting the message across about body positivity. After all, they are tiny people who are singing about loving yourself and not to pick out your insecurities when your personality shines brighter.

There are frequent references to the notion of looking:

In this MV, the notion of looking is relied on the direct eye contact that the band members give throughout. Through the band members looking at the audience, it draws the viewers into the world of the music video and enlightens audience members as to what is happening in the MV.

There is often intertextual references:

In this MV, there is one intertextual reference. Where we first see Jackson in the dressing table drawer he says the words 'Mirror, mirror, please tell her. This intertextual reference comes from the Disney film, Snow White and the Seven Dwarfs. In this Disney film, a talking mirror is used to decide who is the 'fairest of them all'. In GOT7's case, they adapted that to base it around Jackson personifying the mirror found in her drawer to tell the young girl that she is pretty as she is and should never change.

Whether the video is primarily performance-based, narrative-based or concept-based and how element of each is used in it:

1. Performance:

This MV is primarily performance-based. For most of the MV, we see the band perform their choreography. Even though we see GOT7 dancing, we can see that there is a narrative and a message for viewers who watch the video to 'love themselves and to stop pointing out insecurities'.

2. Narrative:

This MV shows a narrative. With the visuals, lyrics and the performance of the band, the music video shows a story and conveys meaning behind what they are saying in the lyrics. They are sharing a valuable message and teaching the young girl in the MV as well as the viewers to treasure yourself and to be confident with who you are as a person.

3. Concept: 

The concept behind this MV was crazy, colourful and wonderful. This can convey that there are different kinds of styles in this world. GOT7 were putting across the message of 'being yourself' through their cray coloured clothes and the style of the clothes that they had on.