BJ: Goodwin Analysis

Childish Gambino - Sober

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 Sober by Childish Gambino (Kurai, 2014) determines to what extent the text is conventional.

Firstly he stated that music video demonstrate genre characteristics. 

This video could be characterised as being in the alternative hip-hop genre. It is conventional in that the cutting rate is medium to fit the tempo of the song.  It is also conventional as it puts the woman on a pedestal and has a man trying to win a woman over, therefore treating the woman as an object of affection.

Goodwin discussed the relationship between lyrics and visuals.  In relation to Sober it is clear that the relationship is amplified. This is particularly demonstrated when we see the egg being hatched and then the dove flying out from under his jumper. These both represent rebirth and freedom, which relates to the lyrics saying ‘now I’m so high’. However in the same sequence there are illustrative qualities as he says ‘now I’m so high and a note is unravelled saying the same words.

 Also the artist does some sign language to the lyrics ‘just give me some time’ by pointing to his watch and ‘free your mind’ by acting out pulling his brain out. The whole song is about being free and emotionally high, and this is shown by him dancing freely. 

However, when the music changes to a more minor tone, the lighting changes to more low-key lighting to suit the change in tone of the music.

The video also takes a voyeuristic approach as we see the action sometimes through a window. The relationship between music and visuals here is illustrative as we hear the music muffled as if we were actually outside listening to it. The video never breaks the fourth wall meaning para social intimacy cannot be created between the artist and the audience, meaning that he is absent.

Music videos are a postmodern form which implies that they often borrow and rework ideas from other texts and forms.  Sober uses intertextuality in the form of pastiche of the typical narrative of man trying to get attention of woman.  Therefore the video could be seen as conventional in that it follows a narrative that is fairly conventional among most pop videos.

However the video is unconventional in that it takes a whole new creative approach to it, mainly treating it as if it is a film, as the artist never breaks the fourth wall and never creates parasocial intimacy with the audience. And using many shots that would be used in a film and not many close ups.

The artist is portrayed as abnormal through his actions and particularly his non-verbal language which contributes to his particular meta-narrative. The is also evidence of intertextuality as the artist tends to create narrative links between all of his music videos.