Andrew goodwin theory

1. Andrew Goodwin (1992)
6 Key features of a music video
1 - Musicvideosdemonstrate genre characteristics.
Certainfeaturesare expectedoutof a videodependingonthe genre of the music,forexample agirl
bands/artistsare expectedtohave dancersand close upsof the singers,whilstaIndi bandare
expectedtohave performance shotsof the bandandcut to a fast beat.
2 - There is a relationshipbetween lyricsand visuals. The lyrics are representedwithimages.
Themes,mise-en-scene andeventsof the videomatchwithlyricsof the song,tohelpto portraythe
message of the song.
3 - There is a relationshipbetween musicand visuals. The tone and atmosphere of the visual
reflectsthat of the music.
The cuts and editsof the videoare insync withthe rhythmand beatof the songmatchingcuts or
effectstospecificdrumbeatsornotes.
4 - The demands of the record label will include the needfor lotsof close ups of the artist and the
artist may developmotifswhichrecur across theirwork (a visual style)
Thisallowsthe recordlabel topromote a setimage for the band/artist,whichwillhelptarget
audiencesempathisewiththe band/artist.
5 - There is frequentlyreference tonotionof looking(screenswithinscreens,mirrors, stages,etc)
and particularly voyeuristictreatment of the female body.
The 'male gaze' isoftenusedto attract a male audience.The male gaze isa focuson presenting
thingsthat appeal tomen.Thisoftenmeansa voyeuristicview of,andanobjectification,of women.
The emphasisonlookingalsoincludesthe artistlookingdirectlyintothe camerahelpingthe
audience connectwiththe artist.
6 - There are oftenintertextual reference (tofilms,tv programmes,other music videosetc).
Music videosreference otherformsof media,mostcommonlyfilm, butcanalsobe televisionand
othermusicvideos.
5 Ways to analyse a music video
Thought beats – Where you‘see’inthe sound
• Step1. To lookat the musicitself.We musttake intoaccountthe structure of the song.
• Step2. The voice of the song.The artistsvoice isextremelyunique andcanform
identificationortrademarksthatwork well withthe starimage.

2. • Step3. Goodwinpointsoutthe artists mode of address.Songscan be seenasstoriesand
the artist the storyteller,making the musicvideoatwocommunicationdevice –themtelling
us a story andwe listening.
Narrative and Performance
• Songs fail to give usthe complete narrative.
• We onlytendto get a gist of the meaningof the song andthentendto make up our own
ideaof what isbeingtold – An negotiatedview of atext.
• Goodwinexplainsthatmusicvideosshouldignore commonnarrative.Itisimportantintheir
role of advertising.
• Music videosshouldhave coherentrepeatability. Narrative andperformanceworkhandin
handits make iteasierforthe audience towatchoverand overwithoutloosinginterest.
• The artist actingas both narrator & participant helpstoincrease the authenticityhowever
the lipsync andothermimedactionsremainsthe heartof musicvideos.
• The audience needto believe thisisreal.
The Star Image
• The star image isanothervital aspectof musicvideos.
• Meta narrative (whichisa ‘bigstory’that describesthe developmentof the starovertime)
has an importantpartto play inthe musicvideoproductionprocess.
• How isthe ‘star’ represented?
• Pay attentionto style,clothingand persona
Relationof visualsto song
• There are three waysinwhichmusicvideosworktopromote a song;

3. Technical aspects of a musicvideo
• Technical aspectsholdthe musicvideotogetherthroughuse of camera work, movement,
angle,mise-en-scene,editing,soundandspecial effects.
• Speed,camera movement,editing,cuttingand post production are all formsof use of
camera.
• Lightingand colour helpsetmoodsandemphasise keymovementsof the songfordramatic
effect.
• Mise-en-scene,the settingof musicvideosisvital,itneeds tolook authentictoattain
professionalism.
• Beats- musicvideosuse cuts to go with the beator rhythmmakingthe videomore
entertaining.