2. Andrew Goodwin’s theory suggests that there
are 5 key aspects to a music video:
Through a beat
Relationship between the song and visuals
Narrative and performance of the song
Technical aspect of a music video
Star image
3. THROUGH A BEAT – THE RELATIONSHIP
BETWEEN THE MUSIC AND THE VISUALS.
Goodwin identified that the visuals within a
music video may be edited in time to the lyrics
and change in pace of the song. Goodwin also
suggested that this is repeated within the
chorus to emphasise repetition and beats.
For example, a faster passed music video will
include faster cuts throughout to keep up with
the speed of the music video
4. THE RELATIONSHIP BETWEEN THE SONG AND
VISUALS
Andrew Goodwin believed that the lyrics and visuals
can be presented in three ways:
Disjuncture – The meaning of the song is completely
ignored within the music video. The images used in
the video are completely random and have no
relation to the song
Amplify – The meaning of the song is exaggerated
through the use of visuals e.g wrecking ball/Miley
Cyrus
Illustrate – The meaning of the song is made clear
through the video with the use of costumes, props
ect. This is the most common use within music videos
5. THE NARRATIVE AND PERFORMANCE OF THE
SONG
Music videos most usually have a storyline as it not only
keeps the audience enticed but enables the music video to
be watched on repeat. Music videos are advertisements, as
well as telling the story of the song.
Andrew Goodwin thought it was important for an artist to be
involved In the music video by preforming or acting out a
role as the main character or singer in the music video.
By doing this, Goodwin believed it made the song seem
more realistic, making the audience feel more connected to
the song enabling them to have a better understanding of the
song.
A good example of this is Katy Perry – Roar
https://www.youtube.com/watch?v=CevxZvSJLk8
6. THE TECHNICAL ASPECT OF THE VIDEO
Goodwin believed that Media language, in terms of camera angle,
movement, lighting, editing and visual effects added in post
production all work together to create meaning for a music video.
These are important t the success of the video.
The Atmosphere, tone and mood of the music video can be
reflected through use of colour, speed of editing and variety of
transitions throughout the music video
Setting is often used to communicate glamour, it is important to
ensure that the setting looks realisitc.This makes the music video
feel authentic and therefore makes the audience feel as though it
is believable
In most music videos, the editing usually matches the tempo of
the song which creates a good flow to the music video.
7. STAR IMAGE
Goodwin referred to the star image as a vital aspect of a
music video. The appearance of the star makes the music
video more apparelling to the audience and brings a
unique style to the music video with the way they are
presented.
The star featured in the music video is usually very
unique in they we he/she is presented. This Is done
through various ways such as dance moves, appearance
and their costume.
Music videos are very good for promoting an artist so by
giving them lots of air time is a good way to do so. Close
ups and other interesting shots are used to promote the
artist even more.
