2. Andrew Goodwin identified 5
key aspects within music
videos, there are:
• Thought beats (seeing the sound)
• Narrative and performance
• The ‘star’ image
• Relation of visuals to the song
• Technical aspects of the music videos.
3. Thought beats – Seeing the sound in your
head
1st: We must look at the music itself, taking into account the
structure of the song. This means analysing the chorus and
each verse.
2nd: Then we must look at the main voice of the song. An
artists voice is unique and works as an identification or
trademark – which works well with the star image.
3rd: The story of an artist which is being conveyed through
the song. Songs can be seen as stories and the artists as a
storyteller, this makes the music video a communication
device, by showing the audience the video through the
vocals of the song.
4. Narrative & Performance
Goodwin explains that music videos should ignore
common narrative. It is important in their role of
advertising. Goodwin believed it was important for an
artist to be involved in the music video by performing
and acting out a role as the main character or singer.
This helps to make the song look more realistic.
However, some music videos go against this theory. For
example, Rudimental ft. John Newman & Alex Clare –
Not Giving In. John Newman or Alex Clare are not
shown singing throughout the video.
5. However, in other music videos, such as Adele –
Rolling in the Deep. Adele is the main character
and shown miming the lyrics, creating a more
authentic feel.
6. The ‘star’ image
Star image is
another vital
aspect of music
videos and
makes videos
more appealing
to the audiences
as it brings a unique style to the video in the way the
artist is portrayed to the audience. For example,
Beyonce is presented as confident, fierce, sexual and
a ‘diva’.
7. Relation of visuals to the song
There are three ways visuals are used to promote a
song:
Illustrate; music videos use certain images and shots to
illustrate/explain the meaning of lyrics to their song and
the genre.
Disjuncture; the meaning of the song is completely
ignored in the music video, it tries to create a whole new
set of meanings through abstract imagery.
Amplify; this is when the images and camera shots are
manipulated and shown repeatedly through out the
music video and is drummed into our vision.
8. Goodwin stated that music videos also promote a song
by the way it analysis's the lyrics. For example, in Ariana
Grande’s song Break Free, she is shown multiple times
defeating the ‘baddies’ and breaking free from certain
obstacles when it comes to the ‘this is the part where I
break free’, and ‘I’m stronger than I’ve been before’.
9. Technical aspects of the music video
Goodwin believes that the technical aspect helps to
hold the music video together through the use of mise-
en-scene, special effects, sound and editing.
Lightening and colour helps to set the mood and
create emphasis on significant parts of the song to
create a dramatic effect. In addition, mise-en-scene is
also vital to the production of the music video, it helps
the artist gain authentication and attracts the audience.
