According to Andrew Goodwin's music video theory, there are five key components of an effective music video: 1) connecting the visuals to the feelings and story conveyed by the music, 2) relating the visuals directly to the song's lyrics or genre, 3) using a narrative and the artist's performance to engage viewers, 4) employing technical elements like editing, lighting and effects to polish the finished product, and 5) establishing the artist's star image through elements like costume, choreography and appearance.

1. Andrew Goodwin’s Music
Video Theory
By Ken Du

2. The five key components to a
music video
Andrew Goodwin states that there five key aspects that are
required in a music video. These are;
 Thought through beat (what does the music make you feel or
think about)
 Connection between the song and visual
 Narrative and performance of the song
 Technical aspect of the music video
 Star image (protagonist) camera focuses on the idol mostly
using different camera shots this makes them the center of
attention

3. Thought through beats
This first key is split up into three individual steps/stages.
 The first step is process of analyzing the music's chorus and
verses to get a better understanding of the musical structure
 Second step is the voice of main singer which should be easily
identified as it should be unique from the others. This will
allow the singer to form a personal identity different from the
others in the music industry
 Last, third step can show is the story the artist is trying to
portray through his/she's song. It establishes the artist and
how the artist presents himself as. The music video can aid
with visuals to allow viewer to get better understanding about
the lyrics.

4. Connection between song and
visual
There are three different way visuals can be presented to the
viewers these are;
 Illustration – Usage of cinematography and imagery to
illustrate/explain the connotation of the lyrics in the song or
to state the clear genre being represented.
 Disjuncture – Visuals of song is extraneous and has no sort of
relation to the lyrics and doesn’t explain the song at all.
 Amplify – Collection of shots or images that are duplicated
throughout the video which are manipulated and reused over
many times. The mind is besmirched with visual imagery
making it unforgettable.

5. Narrative and Performance of
song
Andrew Goodwin’s theory states the when artist creates a
music video they should always cast as main lead when
trying to illustrate the lyrical work through visuals as
intrigues the audience and also engages them more
overall. The artist should perform within the music video
as it creates more realistic impression as well as create
strong atmosphere and connection with the viewers. On
top of this it builds the artist’s image along with the
viewers getting to know the appearance and type of genre
the artist is associated with.

6. Technical aspect of the music
video
Technical contributes for clean and crisp finish to any music video as it
introduces mise-en-scene, special effects, sound and editing.
Mise-en-scene is made-up many different sections and is vital part to
finishing up the production of the music video. Creating authentication of
the music video as well a professionalism feeling towards it.
Transitions are used are a lot throughout music videos and are mostly only
simplistic transitions these are usually made obvious so we notice to keep
our attention on the music video.
Lighting and colouring this help sets the mood of the song as well create a
overall atmosphere of the song at certain time intervals it may be
emphasize to show of certain sections to get across different feelings or to
give off a certain effect.
The beat of the song will always be in relation with transitions and clip cuts
as it makes it seem more smooth making it in sync with the rhythm of the
song. The lip syncing should be always in beat with song as it create realism
that the singer in singing live.

7. Star Image (Protagonist)
Andrew Goodwin has identified that every artist has star image this
basically foundation of any artist. Every artist should have its own
unique style and appearance this is fundamental for a artist as it
sets how the audience perceives the artist themselves.
There are many variety of innovative ways that artist might show
their genre/style to audience through these;
 Costume
 Choreography
 Sex appeal
 Appearance
 Attitude
All of these attributes help the artist promote their album and open
up opportunities but also boost reputation in the music industry.

8. Voyeurism
Voyeurism – Usage of sex appeal in the media to create
sells and popularity. Camera shots are typically shot in
angle which accentuates the female sexuality these shots
are usually took from neck below of the woman’s private
parts and curves. It mostly has in mind of the male’s
fantasy of woman but idealizing type of woman.