This document discusses Goodwin's theory and how it applies to analyzing the music video for "Invincible" by Griminal. Some key points: 1) The lyrics and visuals in the video strongly reinforce each other, with the visuals emphasizing what is described in the lyrics. 2) The video exhibits characteristics of grime and R&B genres, such as depicting the artist as sexy and smooth. 3) The narrative is linear, showing a relationship between two teenagers in a simple progression from one point to the next. 4) Analyzing music videos through Goodwin's theoretical framework provides insights that can help create more effective videos by strategically incorporating different elements.

1. Goodwin’s Theory applied to the genre of grime/R&B Goodwin’s Theory is based on 8 main principles. Links between Lyrics and Visuals Links between Music and Visuals (Complimentary, Contradicting or Amplification) Genre characteristics Intertextual reference Notions of Looking (objectification of women) Voyeurism (direct gaze, other people looking at artist, insight into artists life, screens and mirrors) Demands of the Record Label (representation of the artist) Performance based, Narrative based or Concept based music videos

2. Griminal - Invincible http://www.youtube.com/watch?v=5gpBIfqvojA

3. Lyric and Visual Goodwin suggests lyrics will make constant references to visuals on screen. Visuals will reinforce what the lyrics say. An example of this can be seen in the Griminal – Invincible music video. The lyrics depict a boy and girl in love, using personal terms about a relationship such as “we” and “us”. This is further emphasised on screen by the couple sharing an intimate moment on screen. Furthermore the lyrics lead up to the word “love” on screen this is followed up by the ring reading love and the way the couple are together on screen, in love. “Yeah that’s true invincible yeah that’s me that’s you, matter fact scrap that girl that’s us we break up we make up but girl that’s love”

4. Genre Characteristics These are depicted as the certain traits associated with a particular music genre. For example a rock video you would expect to have the performance of a live band. For grime it adopts several characteristics of different genres as it is a new genre. Typical grime video’s you would expect them to have the following characteristics as a must; Jewelry, a narrative based story, hoods and ‘urban’ clothing, a trait of many grime songs is to perceive the artist as if he/she is just writing the music. This can be seen in American hip-hop video’s such as Stan by Eminem. Also to appear good looking and sexy is a characteristic adopted from R&B. Sexual smooth depiction of artist. Lyrics just being written Hooded, urban clothing.

5. Notions of looking Notions of looking plays on the idea of gaze and the way someone in particular is seen. For example, in a lot of music video’s women are often presented according to Goodwin as objects. Notions of looking however is not just restricted to women, it may also represent men in a particular way such as controlling or violent as cheats etc. In this video the representations are of teenagers. They are portrayed as very sneaky.. This is shown through the fact they were alone in the house with out the parents knowing.

6. Demands of the Record Label The record label has a certain control over the artist they sign. It is ultimately up to the record label to decide what the artist should be represented as. For example, for women the label may require the artist to come off as sexy in order to appeal to men and reach that target audience. For men the same thought process could be applied, being represented as sexy would reach out to the target audience of women. This is crucial as particular genders are more inclined to listen to certain genres of music. E.g. women who are interested in urban music are more likely to listen to R&B. So men appealing as sexy would draw in women audiences.

7. Narrative Based As well as being part of the genre characteristics narrative is also its own category with in Goodwin's theory. The narrative allows the music to come to life, like a story. It connects all the dots with in the categories that Goodwin identified. Narrative can either be fragmented or linear. Most music video’s today tend to be fragmented. This is typical of R&B and Grime as a genre. This however is not the case with Griminal’s music video. It uses a Linear format, which is rather simplistic getting from point A to point B. It is only broken up by the chorus.

8. Implications This PowerPoint lists but a few of Goodwin's theory. Considering Goodwin’s theory is imperative for our group in order to make an effect video that connects to the audience as the small things that Goodwin identified will aid in helping us to make an effect music video and link all three products together. Using Goodwin’s theory has given the group a better knowledge of the values that music video’s hold. It has allowed for more thought into our music video, such as the importance of Intertextuality. After researching Goodwin we have decided to include a motif to break up the narrative and create a Fragmented story. We will continuously refer back to Goodwin through out the production