a level media

1. ANDRE GOODWIN
GENRE THEORY

2. 5 KEY ASPECTS
• Goodwin states that there are five key aspects to a music video:
1. There should be cuts and edits in the video that sync with the rhythm and pace of the beat of the song
2. There should be a relationship between the song and visuals
3. Narrative and performance of song
4. Technical aspect of the video
5. Star image, which means the protagonist should be the center of the video

3. LINK BETWEEN VIDEO AND BEAT
• To crate this effect you first must analyze the pace and structure of the song in order to understand the
chorus and verses and to crate a narrative to fit with the editing style.
• The voice of the artist should also be unique compared to others in order to give the artist a good form
of identification and make him unique compared to other artists, this will then create a star image for
the artist.
• The story of the song should be told by the artist in a unique way in order to stablish him as a story
teller and to help engage audience members. So the editing style must match the temp to create this
effect.
• I have managed to create this effect by adding special effects and fast pace editing and quick cuts to
match with the fats pace beat. I also created a story by following the lyrics of the song and creating a
broke version of my artist in the beginning of the video.

4. RELATIONSHIP BETWEEN THE MUSIC VIDEO AND
VISUALS
• There are 3 ways visuals are incorporated to help the music video:
1. Illustrate – The music video should use imagery and camera shots in order to explain the lyrics and meaning
of the song. I have done this by creating the idealistic lifestyle of a wealthy individual by the setting, attire and
props of the protagonist, since the song is named ATM, I needed to exaggerate the use of money as the lyrics
elaborate on this topic.
2. Disjuncture – This is when the meaning of the song is completely ignored in the music video which helps
create a contrast between the visuals and song. I have created this effect from the opening of the music video
as the artist begins as broke which juxtaposes the theme of the song.
3. Amplify – This is when imagery and camera shots are manipulated and showed repeatedly throughout the
music video which attaches it to our mind. I have done this by the use of attire of my artist. He is constantly
wearing chains which shine in the music video and flaunting large amounts of cash and this theme will stick
to the audience as fans will begin to see the artist and wealthy.

5. NARRATIVE AND PERFORMANCE OF SONG
• Goodwin believed it was crucial for an artist to be involved in the music video by performing or acting
the role of the artist throughout the music video.
• It helps make the song more realistic and gives the audience a stronger understanding of the artists
personality that can help form a deeper connection and better understanding of the song.
• In my music video, my artist acts the role of his past self and his appearance now and this can help
audience members understand the artist better.

6. TECHNICAL ASPECT OF THE VIDEO
• Goodwin states that the technical aspect of music videos helps form a strong structure and this is created
through the use of Mise-en-Scene, editing, and special effects.
• Lighting and color can help set the mood for the music video and help add emphasis on certain parts of the
visuals and song to create a dramatic effect and engage the audience. One way I used lighting was to
emphasize the chains of the artist, I used external light to create the shining effect to help establish wealth in
the artist and to suggest a shine in personality.
• Mise-en-Scene is also vital to help create authenticity and make my artists work appear more professional, I
used this to help the conventions of the rap genre and applied to use of props as large sums of money
• The beat of the song is also useful to help create an engaging music video as editing has to follow the pace
and tempo of the beat in order to make the video more entertaining, I've done this by creating quick cuts
throughout scenes and adding various locations and clothed changings to help audience engagement.

7. STAR IMAGE
• Goodwin suggests that a vital aspect of music videos is to create a star image within the artist in order
to make the video more appealing and that the artist be portrayed in an attractive and professional
manner in order for audience members to like the artist as a person rather than just their music.
• The star image can be constructed through their body language, attire, appearance and attitude and
these all can help the artist become unique. I have created a star image by having my artist moving
throughout the video and dancing instead of standing still to help him appear more outgoing and
friendly. I also used his attire to help him appear more wealthy than others by him wearing designer
clothing to help him appear as a role model to fans.
• The way my artist is presented will help their image in public and thus have fans promote his music
video as they enjoy his personality and reputation.