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Goodwin’s Theory states that the lyrics will make reference to the visuals on the screen in music videos.
The visuals on screen will reinforce what is heard in the lyrics.
Examples of this are seen in music videos all the time and help the audience to understand the meaning of the song.
Amy Winehouse – You Know I'm No Good An example of this would be lyrics like ‘upstairs in bed, with my ex boy’ and ‘I cried for you on the kitchen floor’ which for both lyrics visuals comes to enforce the lyrics that have been sung. These lyrics of the song called ‘You Know I'm No Good’ by Amy Winehouse. The music video is about the idea that Amy is no good for her new boyfriend and he knows it and the lyrics and visuals lead up to Amy losing for boyfriend and it seems he was the ‘love of her life’. The audience will have this experience through the lyrics and the visuals on screen.
Links between music and visuals
The links between music and visuals is varied on the different types of genres and also the different beats and tempo’s of music in general.
For example in dance music genre there would be a steady rhythm in which people can do a routine dance to this would then be seen on the visuals.
Michael Jackson Thiller
An example of a link between the music and the visuals on screen was clearly shown in the icon Michael Jackson video Thriller. The icon dance moves to the strong beat provided audiences with a clear link to the music heard.
The genre characteristics differs with the different genres of music video.
For example typically in a pop music video there would be close up of the artist and some sort of teenager scenario.
Although in indie rock music videos there would typically be some special effects and some sort of narrative.
The Wanted Heart Vacancy
This example of a pop video by The Wanted shows how close ups of the artists are shown and how a teenage scenario of four teenager abroad is developed. This is to apply to teenage girls who will idolise them.
Intertexual references is when the music video is influenced by other cultural influences.
Anything from movies, religion, politics to other music video either by the artists can be used in a intertextual way.
Intertextual references are often symbols to represent ideas to the audience.
Madonna Material Girl
In this video Madonna has used the intertexuality of old 1950’s movies, particularly of Marilyn Munroe to convey a reference to these times in her video to the audience.
Notions of looking
Notions of looking is the idea of looking into someone’s life.
For example in some music videos particularly hip hop videos women are sometimes seem as objects.
Men are seen as violent or cheating on their wives or girlfriends.
Pitbull featuring Chris Brown International Love
In this video the women are portrayed as objects to look at and the men all have sunglasses on so you don’t know what they are looking at but it suggests the women.
Voyeurism is when the audience is looking into the artist's life style and what they are doing with out the artist's knowledge.
Therefore the artist could be hosting a pool or house party where there is a lot of people partying and getting drunk.
Eminen Space Bound
In this video Eminen is seem in a narrative style video which allows the audience to view his world in a voyeuristic way.
Demands of the record label
The demands of the record label can be anything but in music videos the record label demand is getting the artist/band to make an appearance in the music video.
This happens in all music genres because an appearance from the artist/band will sell move singles and albums.
Lady Gaga Poker Face
The demands of the record label to feature the artist is clearly seen in Lady Gaga’s video Poker face. She is at the centre of every shot and dominants the visuals.
Performance based, Narrative based or Concept based music videos
It depends on the music genre whether the music video is going to be performance based, narrative based or concept based music videos.
For example in rock music videos it is almost always performance based .
Green Day Basket Case
In this example of indie rock band you can see the video is a performance based one. This is very common for this music video genre.
It is important to consider Goodwin Theory if we want to make a music video which will connect with our audience.
We will need to consider intertexuality more and think about how we might use this in our music video.
Goodwin theory will also help us to produce our advert and DVD digipak so it also connects with the audience.