Andrew Goodwin developed a theory of five essential aspects of an effective music video: 1) Analyzing the lyrics and their meaning, 2) Establishing a relationship between the music and visuals, 3) Including a narrative and starring the artist in the performance, 4) Employing technical elements like lighting, editing and special effects, 5) Focusing camerawork on the star/protagonist to make them the center of attention. Goodwin believed addressing these five aspects in a music video helped promote the song by illustrating or amplifying its lyrics and story.

1. LewisTowse
Andrew Goodwin’s Theory of Six
Goodwin’stheoryclearlystatesthatthere are 5 aspectsto a musicvideo.These 5aspectsare as
follows;
 Thoughtthroughbeat (seeingwhatthe lyricsactuallymeaninyourhead)
 The relationshipbetweenthe songandthe visuals
 The narrative and performance of the song
 Technical aspectsof the musicvideo
 Star image (protagonist) lotsof cameraworkmakinghim/herthe centre of attentionwithin
the video
Thoughtthrough thebeat(looking atwhatthey mean orrepresentin yourhead);
The firststepof thisprocessisto simplyanalyse the musicstructure of the understandingof the
chorus andverses.The secondstepbeing(mainvoice of the song),the voice of the artistisvery
unique incomparisontootherpeople andwill starttogive the personsome formof identification
that can be relatedto the singer/performer.The nextstepbeingthe storyof the artist.Thisinvolves
listeningintowhattheyare tryingto tell youwithinthe song.Thiscanbe establishedviathe music
videoof the songand can be aidedthroughthe use of the vocalsand lyricswithinthe song.
Relationship between themusic and visuals;
There are three differentwaysinwhichare usedinorderto promote a song,these are illustrate,
disjuncture and amplify.Illustrate iswhenamusicvideousescertainimagesand/orshotsthatwill
explainorillustratethe meaningof the lyricswithintheirsongorthe genre inwhichtheirmusicis
associatedwith. Anexamplevideoof thisbeingOwl City‘Fireflies’theyusedillustrativeideasintheir
video,whentheysingthe words‘Fireflies’the wordappearsona little gadgetshownonscreen.
Disjuncture isthe meaningof the songiscompletedignoredwithinthe musicvideomeaningthe
lyricsof the songhave literallynothingtowiththe contentof the musicvideo. Anexamplemusic
videofordisjuncture beingFatBoySlims‘Praise You’thisvideohasnorelationinthe slightesttothe
lyricsof the song. Amplifyiswhenthe imagesandcamerashotswithinthe musicvideoare
manipulatedandare shownwithinthe songrepeatedlythroughoutthe musicvideo,thiswill
therefore become drilledinourvisionasaresultof this. An example musicvideothatusesthisis
Kanye West’s‘Homecoming’thisclearlyallowsforthe audience toworkoutfromthe song title
‘Homecoming’anditamplifiesthiswithinthe videoasitshowshimwalkingaroundacity that he is
quite clearlyfamiliarwithinthe video.
Goodwinbelievedthatthe musicvideohasthe abilitytopromote a song throughthe analysisof the
lyricsand thisisshowninmusicvideoswhenacharacter doeswhatthe lyricsof the songsay. For
example if asonghas the lyrics‘Jump’onthe musicvideoitwill oftenbe shownacharacter within
the videoactuallyperformajumpto match the lyrics.

2. LewisTowse
Narrativeand Performanceof thesong;
Goodwininfact believedthatitwasessential forthe artisttobe involvedwithinthe musicvideoby
performingactingouta role as the maincharacter or musicianwithinthe video.Thishelpswith
makingthe songlookmore realisticandwill alsogive the watchingaudience aformof
understandingandconnectionwiththe song.Anexampleof thisbeingBlink182‘What’sMy Age
Again?’all three of the singerswithinthe bandare the maincharacterswithinthe videoaswell.This
helpswithmakingthe songandvideoseemmore realisticasitis a formof the singerconnecting
withtheiraudience.
Technical Aspectsof a Music Video;
Goodwinhasalsostatedthat the technical aspectshelpswiththe holdingtogetherof a musicvideo,
he says thisisthroughthe use of Mise-En-Scene,specialeffects,soundandediting.The lightingand
colourchosento feature inthe musicvideohelptosetthe moodof the videoandcreatesemphasis
on importantpartsof the songand can create a dramaticeffectstothe videoandsongin orderto
thrill the audience. Beatswithinasongare seenas beenuseful astheycreate aneffectivecutto
match/gowiththe rhythmof the song inorderfor the music videotobe able tolookmore
entertainingtothe audience.Finally,the Mise-En-Scene isimportanttothe productionof the video
as it can helpgaina certainelementof professionalismandauthentication.
StarImage(protagonist) lotsof camera shotsmaking him/herthecentreof attention;
Goodwinthinksthatstar image isa vital aspectof the musicvideoandthinksthathe/she makesthe
musicvideomore appealingtothe audience aswell asbringingadifferentstyle of the videointhe
wayin which he/she isshownandputacross to the watchingaudience.The starimage hasalways
beensaidtobe veryunique inthe wayhe/she ispresentedwithinthe video.Asthishappens,itwill
promote the artists/starimage tothe publicandwill therefore helpto promote the videoaswell as
creatinga publicreputationforthe artistforthe future.

3. LewisTowse