1) The document analyzes Andrew Goodwin's theories on music video conventions, which include establishing genre characteristics, themes of voyeurism, promoting the artist, intertextual references, and synchronizing the visuals with the music and lyrics. 2) It then provides an analysis of the music video for Lawson's "Juliet" based on Goodwin's theories, noting how the video establishes a 1920s setting and narrative that reflects voyeurism and promotion of the band through close-ups. 3) Shots are edited to match the beat of the song and synchronize with lyrics through scenes that depict the words, demonstrating Goodwin's view of relating the visuals to the audio components of a music video

1. Andrew Goodwin's
analysis
By Ellena Moore & George Lawrence

2. Andrew Goodwin
• British
• Received a PhD in Cultural
Studies at the University of
Birmingham
• Currently working in the University of San
Francisco
• Wrote a book about analysing music videos,
titled: “Dancing in the distraction factory”
• And currently working on a book about Led
Zeppelin

3. Andrew Goodwin
Andrew Goodwin’s main theories on Music
videos consisted of:
• All videos have specific genre characteristics
• There are always themes of voyeurism
• Always a need to sell the artist
• Intertextuality – references to other products
• A relationship between the lyrics and the video
• A relationship between the music and visuals

4. Juliet - Lawson
In this PowerPoint we will be
analysing the music video for
Lawson‟s new single „Juliet‟. We
have chosen to focus on this video in
particular as it reflects many of
Andrew Goodwin's theories and has
provided us with inspiration for our
initial ideas that we will put forward
in our own video. There are
similarities between this video and
our initial idea, for example the time
period and costume of the characters
which is based on the 1920‟s.
Furthermore, the location, a
gentlemen's club, is also something
we would like to re-create.

5. Genre characteristics
Pop band
Mid shots of separate band
members with instruments
Constant referrals to the
lead singer
Often a narrative
Cuts to the beat
2 situations, shots of the
band performing cutting to
shots of a narrative
Narrative consists of band acting as
themselves or as fictional characters
Lyrics matching to the
action in the shots
Fashionable, often
explicit costume
Dramatic locations
Often perform on-stage
Close-ups to show artists’ passion for
music and expressions

6. Juliet - LawsonTime:
00.00-
00.03
Time:
00.03-
00.05
Shot Type: Wide-shot to establish the location and acts
as a POV of the character from the previous shot.
Shot Type: Mid-shot, protagonist is central in the shot
making her the main focus instantly.
Lyric: INSTRUMENTAL
Lyric: INSTRUMENTAL
Analysis: This shot has been used to establish the location
for this video. A gentlemen’s club in a 1920’s style. A 1920’s
theme is an interesting choice as it was the period that the
music video was first established with musicians such as
Bessie Smith accompanying their music with a visual
aspect.
Edit: By placing this shot directly after the previous one
indicates that this could be a Point of View shot. And by its
editing together shows that she is hiding behind the
newspaper in order to analyse her true desire.
Analysis: This shot references Andrew Goodwin’s theory on
voyeurism used within music videos. Here we see a shot of a
character hidden by a newspaper. The viewer gets the feeling of
looking in on a private act but we also get the feeling that the
person behind the newspaper may be looking for something
other than the pages. Is this character a voyeur?
Edit: This video focuses entirely on the narrative which is unusual
but works well in this location that has various different spaces
such as the audience and the stage. This establishing shot is slow
and static with no lyrics or harsh music to yet mirror.

7. Juliet - LawsonTime:
00.50-
00.51
Time:
01.53-
01.54
Shot Type: Close –up central shot of the groups lead
singer
Shot Type: Mid-shot revealing and promoting the band
members
Lyric: You will lose control
Lyric: Oh-oh-ee-ooh
Analysis: Andrew Goodwin felt that a good professional
music video needs to constantly sell the artist. Therefore,
by this video’s constant referrals to the band and close-ups
of its members. The videos focus on the bands promotion is
maintained. Consisting of good looking members means
interest from young girls instantly boosting sales.
Edit: Match cuts are used to edit this sequence together
cutting between head shots of the lead singer and the
narratives protagonist ‘Juliet’ intensifying as it progresses
until the cuts slow down and the chorus has been reached.
Analysis: This is one of the first shots that invites the viewer
to see the whole band. They have a very distinguished
image here with alternative clothing but are drawn
together through similar materials and fashion garments.
This gives the group a unique look while adding to the self-
promotion.
Edit: This part of the song has a strong beat and drum
allowing shots to be cut together with this beat, adding to
the viewing experience and reflecting the views of Andrew
Goodwin’s music video conventions.

8. Juliet - LawsonTime:
00.36-
00.38
Time:
02.18-
02.20
Shot Type: Over the shoulder voyeuristic wide-shot of
Juliet and middle-aged man
Shot Type: Close-up of narrative protagonist (Kelly
Brooks)
Lyric: Nothing wrong in these allegations
Lyric: All she wants is gold
Analysis: This is another shot that represents the voyeur
ideas of Andrew Goodwin but also displays the
intertextuality that this video presents. It shares the same
costume and similar locations that ‘The Great Gatsby’ –
2013 has brought back into the public interest.
Edit: Back at the chorus the video goes back to fast paced
cutting which often happens too fast to fully comprehend
the content but makes for repeat viewing as the audience
want to be able to digest as much information as possible.
Analysis: Intertextuality allows the audience to take more away
from the media than what is blatantly obvious through referring
to other media texts. The use of the famous model and TV
personality Kelly Brooks instantly engages the viewer as they are
eager to see how she performs and relates to the video.
Furthermore, throughout the video, Kelly’s character has been
made to replicate the looks and movement of the iconic cartoon
character, Jessica Rabbit. This reference also brings to light the
research conducted by Laura Mulvey ‘The Male Gaze’.
Edit: This shot is long in comparison to the ones that
surround it adding extra focus to the protagonist.

9. Juliet - LawsonTime:
03.16-
03.17
Time:
02.52-
02.52
Shot Type: Extreme close-up of drums being played
Shot Type: A close-up two shot of band member and
Juliet
Lyric: 1…2…3…4…
Lyric: Nobody does it like Juliet
Analysis: A further aspect of Andrew Goodwin’s analysis of music
videos was that the content of the shot matches the music and
not just the lyrics. This shot mirrors the strong drum beat of the
backing track at this particular part of the song. With the drop of
the drumstick on the drum at the right time making the video
ever more realistic and appear like a live performance allowing
the audience to connect with the artists more.
Edit: This is an exceptionally short cut away from the other
shots that help make this songs climax so dramatic but the
video hits perfectly on the beat of the drum in the song
Analysis: This shot represents how Andrew Goodwin was right
about the content of the shots matching the lyrics of the song.
For example, here the words of the song go, “Nobody does it like
Juliet” which has been re-created in the scene through the
seduction of a band member by ‘Juliet’. A shot like this also
demonstrates the importance of lip-syncing and its need for
perfect timing which is an element we will have to insist on to be
perfect.
Edit: Editing has also been employed to emphasise this lyric
as a montage of shots have been used here showing Juliet
flirting with various band members.