2. Andrew Goodwin identifies 5
key aspects of music videos
that we (the audience)
notice, theses are:
The Star Image
Relation of Visuals to the song
Technical Aspects of the Music Video
Narrative and Performance
Seeing the sound through the beats
3. The Star’s Image
The star’s image is a vital aspect to music videos. Mostly
because of demands of the record label, there will be lots
of close ups and long shots of the artist. The artist may
develop motifs which recur across all their work which
makes their work individual but recognisable (this is a
visual style).
The voice of the artist can be extremely unique and can
form an identification or trademark for them.
Goodwin also says that the artist mode of address is
important as songs can be seen as stories and the artist
can make the music video a communication device by
telling a story and letting us listen.
4. Narrative and
Performance
We only tend to get a gist of the meaning of the song
and then tend to make up our own idea of what is being
told, Goodwin explains that music videos should ignore
the common narrative, this is important in their role of
advertising.
Narrative and performance work hand ion hand , it
makes it easier for the audience to watch over and over
without loosing interest.
The artist acting as the narrator and participant helps to
increase the authenticity, however lip syncing and mimed
actions remains the heart of music videos, the audience
also needs to believe this.
5. Relation of Visuals to a
Song
Illustrate -> Music videos can use a set of images
to illustrate the meaning of the lyrics and genre, (this is very
common)
Amplify –> This is similar to repeatability, meanings
and effects are manipulated and constantly shown the
video which is then drummed into our vision
Disjuncture -> This is where the meaning of the
song is completely ignored and something random is
produced as the music video
3 ways in which music videos can work to
promote a song:
6. Technical Aspects
Technical aspects hold the music video together through
the use of camera work, movement, angles, mise-en-
scene, editing, sound and special effects.
Speed, camera movement, editing, cutting and post
production are all forms of the use of the camera.
Lighting and colour help to set the moods of the music
video and can emphasise key moments of the song for
dramatic effect.
Mise-en-scene and the setting of the music video is vital
as it needs to look authentic and attain professionalism.
For beats, music videos use cuts to go with the beat or
rhythm, this makes the video more entertaining.
7. To Conclude:
Andrew Goodwin's music video theory states:
1. Music videos demonstrate genre characteristics (e.g. stage
performance in metal videos, dance routine for pop girl and boy
bands)
2. There is a relationship between lyrics and visuals (either
illustrative, amplifying, contradicting)
3. There is a relationship between music and visuals
4. The demands of record labels will include lots of close ups of the
artist and the artist may develop motifs which will recur across their
work
5. There is frequently reference to the notion of looking (for example
screens within screens, such as telescopes or camera screens
etc.) and particularly voyeuristic treatment of the female body
6. There is often intertextual reference (to films, tv programmes or
other music videos)
