Andrew Goodwin proposed a theory of music video analysis focusing on 6 key relationships: 1) Between lyrics and visuals, 2) Between music and visuals, 3) Genre-related style and iconography, 4) Close-ups of artists to promote their image, 5) Close-ups of lead artists with others in the background, and 6) Intertextual references to other media. Goodwin argued that music videos serve as advertisements to anchor meaning for songs and promote artists, rather than following common narrative structures.

1. Music video theory
Andrew Goodwin -

2. "Music videos ignore common
narrative as they are essentially
advertisements. As consumers, we
make up our own meaning of a song in
our minds: a music video can anchor
meaning and gives the record
company/artist a method of anchoring
meaning"

3. 1.) A relationship between the lyrics and the visuals,
which illustrate, amplify or contradict the lyrics.
• The first principle of Goodwin’s theory is when he noticed a music
video's visuals either had a whole similarity or a direct contrast to
the lyrics in the song.
• For example, in Jessie J's 'Price Tag' the lyrics of the song say "... it's
not about the money" however in video, Jessie J is stood in front of
a tree with money and the clothes she is wearing suggests that
money in fact isnt a problem for her. This is a clear example of a
time where the lyrics of the song contradict the visuals of a music
video.
• An example of when the visuals fit with the lyrics of the song is in
James Bay’s Let it go, where he is sat in a room looking emotional
and heartbroken whilst the lyrics say “so come on let it go”. The
lyrics fit with the dark lit room and the facial expressions on the
artists face which complete the mood of the song and reinforces
the emotion he is trying to portray within the visuals and the lyrics.

4. 2.) Goodwin looked at a relationship between the sounds and
the music video visuals (the relationship between the music
and the visuals, which illustrate, amplify or contradict the
music.)
• Goodwin identified that the visuals that accompany a music
video can be edited in time to the lyrics/ change in pace of the
song.
• He also noticed that these visuals are sometimes repeated
when it comes to the chorus to emphasise the repetition in
lyrics and beats.
• An example of a music video edited in time to the pace/ sound
beats of the song:

5. 3.) Genre related style and
iconography present
• One thing which Goodwin recognized was that a lot of artists have a
habit of repeating certain actions/motifs within their music videos
which establish as their 'trademark' action and therefore this
reoccurrence throughout their videos gain recognition from fans.
This represents the style of the music the artist is performing and is
a marketing strategy which will allow them to be remembered in
later years. Genre can also be shown by location pointed out
Goodwin, for example rock songs are often shot on a stage where
all their performances will be showing audience reactions and the
mood they stir up on a live show.
• An example of iconography is Amy Winehouse's hair which remains
remembered even after her recent death.

6. 4.) Multiple close-ups of the main artist or vocalist: the
creation of a star image to promote a recognizable
brand image.
• Goodwin identified that it is a common feature for record labels to
use close ups of the artist/vocalist so that it would promote sales
of the single.
• This principle is most common with female artists as provocative
angles are often used to sexualize the artist following Laura
Mulvey's Male Gaze Theory causing a fetishation from the
audience towards the artist. This convention is used in order to
show the artist throughout the video.
• An example of this: Cheryl Cole – Crazy Stupid Love:

7. 5.)Close ups of the main vocalist whilst
others remain in the background
• Goodwin found that there were quite often close ups of
main vocalist, whilst other members of the group remain in
the background.
• Voyeurism is taking place as females often wear a lack of
clothing.
• Here, we can see the women wearing a lack of clothing and
are being sexualised due to them only wearing leotards.
Also, Beyoncé is in the middle and the backing dancers are
placed in the background of the shoot.

8. 6.)Intertextual references to other media texts.
• Goodwin recognized that it was common to identify either the
visuals or lyrics of a song to be a direct reference to another media
text. This is used to engage the audiences and provide them
gratification if they recognize the association between the two
texts.
• An example of a media text being recognized within a music video is
Iggy Azaleas – Fancy where it clearly follows the film Clueless in the
90’s. The lyrics directly relate to the narrative of Clueless where by
it is a story of upper-class, American teens.