2. Aspects of music videos
Goodwin identified and recognised that there was five key
aspects often featured in music videos that audiences
should look out for and be aware of. He believed that all
the five features have different meanings and are
interpreted differently from the viewers to achieve a much
greater purpose.
Thought beats- ‘seeing the sound of the song’
Narrative and performance
The star image
Relation of visuals to song
Technical aspects of the video
3. Seeing the sound
This is the way the lyrics are interpreted in your head and
what they mean to the individual.
Taking into account the structure of the song. This is the
chorus and verses
The distinctive voice of the artist is usually unique and
should be identified easily and linked to their star image.
They lyrics should be like a story told by the artist,
visualised differently by the audience.
4. Narrative and performance
Sometimes the meaning is ignored and
conventions are either broken or followed.
Its important for the artist to be involved with the
video as they know what sort of image they want
to portray.
It helps when the artist is in the video as it makes
the video more realistic and gives the audience a
better understanding of the song.
5. The star image
The star image has generally changed as times
gone on.
Goodwin refers to the star image as a very vital
part of the video. The image makes the video
more appealing and brings a unique sense of
style of the artist to their audience.
This generally helps the artists public image and
helps promote them if they have a certain
reputation they’ll always be know for that and
linked to certain artists with a similar sort of
image.
6. Relations of visuals
Shots are usually repeated and manipulated
throughout the video as it portrays the story to be
remembered and stick with the audience.
Its believed that the video promotes the song
through the lyrics. This is shown when the video
follows what the lyrics are saying or implying.
The video should portray a certain image. This is
shown through certain images and shots to show
the meaning.
7. Technical aspects
Goodwin says that the technical aspects are what holds the video
together are very important. This could be anything from the editing
to the special effects. This is subverting the usual representation. For
example: There could be a group of youths on a estate but classical
music would be playing.
These key aspects would usually be considered:
Lighting
Shots
Mise-en-Scene
Effects
Transitions
8. Having several different technical aspects
creates continuity and involves the audience. It
makes them feel involved and feel like their living
in what’s going on in the video.
