Andrew Goodwin identified 6 key features of music videos in his book Dancing in the Distraction Factory. He suggests that music videos demonstrate genre characteristics, portray the relationship between lyrics and visuals, and have a relationship between music and visuals where cuts and edits are synced to the rhythm and beat. Goodwin also notes that music videos frequently reference looking through screens and mirrors, often use the male gaze to attract male audiences, and commonly include intertextual references to other media. He proposes 5 ways to analyze music videos including examining the structure and beats of the song, the narrative and performance aspects, how the star is presented, how visuals relate to the lyrics, and technical production elements.

1. Andrew Goodwin (1992)
A media theorist who wrote a book called Dancing in the Distraction Factory
In this he suggests there are:
6 key features of a music video
 Music videos demonstrate genre characteristics – certain features are expectedout of a video depending
on genre.
 Relationshipbetweenlyricsandvisuals(lyricsrepresentedbyvisuals) –themes,mise-en-scene,eventshelp
portray message of the song.
 Relationship between music and visuals(tone and atmosphere of visual reflects that of the music) – cuts,
effects and edits are in sync with rhythm and beat.
 The demandsof the recordlabel will include theneedforlotsofcloseupsof theartistandartistmaydevelop
motifs which recur across their work (visual style) – record label can promote set image.
 There is frequentlyreference tonotionof looking(screenswithinscreens,mirrors,stages) andparticularly
voyeuristic treatment of female body – the ‘male gaze’ is often used to attract a male audience, this is a
focuson presentingthingsthat appeal tomen(possiblyobjectificationof women) thisemphasisonlooking
may include the artist looking into the lens to help connect to the audience
 There are often intertextual reference (to films, TV programmes or other music videos)
5 ways to analyse a music video
 Thoughtbeats‘seeingandsound’ –Lookat the musicitself,take intoaccountstructure of song – The voice
of the song, artist’s voice is unique and can form identification trademarks that work well with the star
image – Goodwin points out the artist’s mode of address, songs can be seen as stories and the artist a
storyteller, making the video a two communication device (they tell we listen.)
 Narrative andperformance –Songfailstogive complete narrative,we tendtogetagistof the meaningand
then tend to make up our own opinion of what is being conveyed (negotiated view of text) – Goodwin
explainsmusicvideosshouldignorecommonnarrative(importantintheirroleof advertising) –Musicvideos
shouldhave coherentrepeatability, narrative andperformance workhand in hand to make it easyfor the
audience to watch over and over within bore – the artist acting as both narrator and participant helps
increase authenticityhoweverlipsyncandmimedactionsmayanchorthe video – audience mustbelieve it
is reality.
 Star image – another visual aspect of music videos – Meta narrative (big story describes development of
star over time) has important part to play in music video production process - How star is presented.
 Relation of visuals to a song – visuals can either:
o Illustrate – using a set of images to illustrate the meaning of the lyrics and the genre. This is the
most common use of visuals in a music video.
o Amplify – similar to repeatability. Meanings and effects are manipulated and constantly shown
throughout the video and drummed into the viewer’s vision.
o Disjuncture –whenthe meaning of the song is completely ignored and the visuals do not match.
 Technical aspects –these holdthemusicvideotogetherthroughthe useof camera work,movement,angles,
mise-en-scene, editing,sound and special effects. Lighting and colour help set moods and emphasise key
movements of the song for dramatic effect.