Goodwin's Analysis is a theory for analyzing music videos in seven steps: 1) Lyrics and visuals should relate, 2) Music and visuals should be cut in time, 3) Genres have characteristics, 4) Artists must meet label demands, 5) Videos can reference other media, 6) Voyeurism involves intimacy and screens, 7) Popular artists develop recognizable iconography. The document explains each step and provides examples to illustrate Goodwin's Analysis in action.

1. GOODWIN’S ANALYSIS
This is a brief presentation explaining the
theory behind Goodwin’s Analysis

2. HOW IT WORKS
Each step of Goodwin’s analysis is to be applied to a music video,
In the following slides the theory will be explained.

3. STEP ONE:
LYRICS AND VISUALS
Goodwin's analysis suggest that the lyrics will make reference to
the visuals on screen.
Majority of music videos contain visuals that illustrate the lyrics
of the song where as other music videos may contain visuals that
amplify or contradict these lyrics.
An example of visual illustration of lyrics can be seen in the
music video: Single Ladies by Beyoncé (see below).

4. STEP TWO:
MUSIC AND VISUALS
Similarly to lyrics and visuals Goodwin’s Analysis suggests that
the visuals should be cut in time to the beat of the music, when
applying the theory there should be a correlation between the
shot count and Bmp. For instance a fast song should have very
frequent cuts and a slow song should have less frequent cuts.
A good example of music and visual correlation is:
One by Swedish House Mafia (see below).

5. STEP THREE:
GENRE CHARACTERISTICS
According to Goodwin’s Analysis just like music and films
Music videos have their own genre.
Theses genres include:
• Stadium Performance
• Studio Performance
• Location
• Narrative based

6. GENRE CHARACTERISTICS
Music videos can also be associated with a specific musical genre,
for example Hip-Hop Rap type videos usually consist of the artist
being surrounded by women and showing of their wealth with
stacks of money and eye catching jewellery
For example: On Fire by Lloyd Banks (see below).

7. STEP FOUR:
ARTIST REPRESENTATION
The demands of the record label must be met by the artist, the
artist must present themselves in the way that the record label
would like on and off screen. Music videos can be used by the
record label to promote and gain a higher reach. Requirements
may include:
• Music video artist close ups
• Artistic Branding
• Celebrity endorsements/marketing
• Implications on looking good.

8. ARTIST REPRESENTATION
Here are some examples of: A: artistic branding, B: artist close
ups, C: artistic portrayal and D: implications on looking good.
A B C D
These Screenshots have been taken for the Music video:
Princess of China by Coldplay ft Rihanna.

9. STEP FIVE:
INTERTEXTUALITY
Have you ever watched a music video and thought, this seems
familiar?
An intertextual reference is when the music video is influenced by
another type of media, majority of the time its films but it can
also be TV shows or even other music videos.
A good example of Intertextuality can be seen in:
Liquorice by Azealia Banks (see below).

10. STEP SIX:
VOYEURISM
Goodwin’s Analysis firstly suggest that voyeurism occurs when
the audience can see into the artists lifestyle without it being
apparent to the artist, the concept also suggest that the audience
see things they would not normally see.
The treatment of females in music videos strongly link to the
chrematistics of voyeurism, of which are the following:
• Nudity or Overexposure
• Exhibitionism
• Intimate location – e.g. Bedroom
• A screen within a screen – e.g. Mirrors, Cameras,
Door/Window frame.

11. VOYEURISM
Here are some examples of Voyeurism:
A B C D
A: A Screen within a screen, B: Overexposure, C: Intimate
Location, D: Exhibitionism
Screenshot taken from: If you had my love by Jennifer Lopez

12. STEP SEVEN:
ICONOGRAPHY
An artist who becomes increasingly popular in the public eye
becomes an icon, an artist can develop their own iconography
through branding or style if not for their music for their
appearance, for example:
• Madonna
• The Spice Girls
• Michael Jackson

13. BY KAYA SPENCER
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