Andrew Goodwin proposed 6 key features and 5 ways to analyze music videos in his 1992 book "Dancing in the Distraction Factory". The 6 key features of music videos are: 1) fitting genre characteristics, 2) matching lyrics to visuals, 3) matching music to visuals, 4) including close-ups of artists per record label demands, 5) using voyeuristic treatment of bodies, and 6) including intertextual references. The 5 ways to analyze videos are: 1) examining thought beats and the artist's voice, 2) analyzing narrative and performance, 3) studying the star image, 4) considering the relation of visuals to song, and 5) reviewing technical aspects like camerawork, editing,

1. Angus Smith
Andrew Goodwin (1992)
- A mediatheoristwhowrote abook called‘’Dancinginthe distraction factory’’
In thishe suggeststhere are:
- 6 Key features of amusicvideo
- 5 waysto analyse amusicvideo
6 key features of a music video
1. It fits genre characteristics
- This relates to certain features which are expected out of a music video depending on the
genre of music, for example, rap groups are expected to have performance shots of the
rappers and follow a strict structure and rhythm.
2. Lyrics must be matching visuals
- This feature relates to themes, mise-en-scene and events during the video must match the
lyrics of the song to help portray the message of the song and allow the audience to engage
with the song due to the link between words and visuals.
3. Music must be matching visuals
- This relates to the cuts and edits of the video being in sync with the beats/rhythms and cuts
of the song, to create a fluent and seamless video, almost masking cuts in video.
4. The demands of the record label may include the need for lots of close-ups of the artist,
who may develop themes which can recur across other projects and work.
- This feature allows the record label to promote a set image for the band or artist, which will
help audiences empathise with them. For example ‘’Slipknot’’ wearing masks during their
videos and performances.
5. There is frequently reference to the notion of looking (screens within screens, mirrors,
stages etc.) and particularly voyeuristic treatment of the female body
- This is one of the most commonly used features of a video, and seen most commonly used
in pop/rap videos. The 'male gaze' is often used to attract a male audience. It is a focus on
presenting things that appeal to men. This often means a voyeuristic view of, and an
objectification of, women. This can also include the artist looking directly into the camera
helping the audience connect with the artist. This was originally theorised as a concept by
Laura Mulvey.
6. There are often inter-textual references (to film, to TV, other music videos etc.)

2. - Music videos reference other forms of media, most commonly film, but can also be
TV and other music videos.
5 Ways to analyse a music video
1. Thought beats - 'Seeing' the sound
Step 1: Look at the music itself. We must take into account the structure of the song.
Step 2: The voice of the song. The artist's voice is extremely unique and can form identification or
trademarks that work well with the star image.
Step 3: Goodwin points out the artist's mode of address. Songs can be seen as stories and the artists
the storyteller, making the music video a two-communication device - them telling us a story and us
listening.
2. Narrative and performance
• Songs fail to give us a complete narrative
• We only tend to get a gist of the meaning of the song and then tend to make up our
own idea of what is being told - a negotiated view of the text
• Goodwin explains that music videos should ignore common narrative. It is important
in their role of advertising
• Music videos should have coherent repeatability. Narrative and performance work
hand in hand and make it easier for the audience to watch over and over without losing interest
• The artist acting as both narrator and participant helps to increase the authenticity;
however the lip sync and other mimed actions remains the heart of the music videos
• The audience need to believe this is real
3. The Star Image
• The star image is another vital aspect of music videos
• Meta-narrative (which is a big story that describes the development of the star over
time) has an important part to play in the music video production process
• How is the 'star' represented?
4. Relation of Visuals to Song
There are three ways in which music videos work to promote a song:
• Music videos can use a set of images to illustrate the meaning of lyrics and genre
(Illustrate)
• Similar to repeatability, meanings and effects are manipulated and constantly shown
throughout the video and drummed into our vision (Amplify)
• The meaning of the song is completely ignored (Disjuncture)
5. Technical Aspects

3. • Technical aspects hold the video together through use of camera work, movement,
angle, mise-en-scene, editing, sound and special effects
• Speed, camera movement, editing, cutting and post-production are all forms of use of
the camera
• Lighting and colour help set moods and emphasise key movements of the song for
dramatic effect
• Mise-en-scene, the setting of music videos is vital; it needs to look authentic to attain
professionalism
• Beats - videos use cuts to go with the beat or rhythm making the video more
entertaining