2. *
*Andrew Goodwin is a music director ,who started developing
theoretical concepts of how to construct and analyze music videos
*According to Andrew Goodwin;
“A music video is simply an extention of lyrics”
* In his Book “Dancing in the Distraction Factory” (1992) he has identified
5 key aspects of how we (audience) should interpret music videos.
* A summary of his book can be divided into these points
* 1)Genre characteristics are seen in music videos
* 2)Music often has a very deep relationship with visuals
* 3)How close ups of artists are used to promote Artists
* 4)How media projects a certain “Star image” of an Artist
* 5)Music Videos often emphasis and objectfy women which supported by
Lauras “Male Gaze” theory meaning that the world is seen through the
eyes of a man
* 6)Music Videos often have intertextual References which basically
means different media references are used in another.
”
3. *According to Andrew Goodwin music videos are analyzed
keeping in mind 5 unique aspects;
*1) Thought Beats
This point emphasizes on the impact and importance of the
“music” in the music video. The singing voice is seen as an
expressive instrument as it connotates the overall theme of the
song according to Roland Barthes ‘‘Grain of Voice” theory.
Through the music, artists convey stories to the audience, by
both visuals and lyrics.
Therefore it can concluded that the beats and lyrics have a
great impact on the mis-en-scene of the music video.
4. *
*Andrew Goodwin believed that a music video
would never be entirely based on a narrative,
as it is important for an artist to be involved in
the music video by either perfoming, acting or
dancing.
*This step helps to give the music video a very
realistic look and it allows the audience to
make a connection with the artist in various
ways.
5. *
*Andrew Goodwin has also described about the
importance of “star image”. This is a vital aspect
of the music Video. It often makes the music video
more appealing and attractive to the audience.
*The Star image is very unique in the way the
“star” portrays themselves. People often idolize the
“star” as they have a unique identity in terms of
costumes, appearance or moves.
*This unique identity allows to promote the star for
financial purposes.
6. *
*Visuals have a great impact on the audience when they see a
music video. As visuals provides various implicit and explicit
codes for the audience to decode.
*According to Andrew Goodwin,there are three ways through
which visuals promote a song.
*Illustrate: Inorder to explain the meaning of lyrics
appropriate images are shown in music videos for the
audience to understand the relation between lyrics and
visuals.
*Disjuncture:In this situation; more importance is given to the
visuals rather than the lyrics, so there is no specific meaning
that can be deprived from the lyrics of the songs.
*Amplify:In this situation,the music video has a greater impact
on the audience since there is repeatability of the visuals.
7. *
*According to Andrew technical aspect helps to
hold the music video together with the help of
mis-en-scene, lighting,colors and camera
techniques.
*Mis-en-scene is very vital in the production of
the music video as it help creates various
meanings and creates an overall genre.
*Whereas the lights and colors help set the
mood and compliment the genre and the
narrative.
