Goodwin's theory analyzes key features of music videos that help promote artists and sell music. These include linking visuals to lyrics to reinforce or draw attention away from the message; using genre-specific visual cues and pacing to identify the music style; branding artists with distinctive imagery to promote recognition; objectifying female artists through close-ups to draw larger audiences; and including references to other works to help viewers relate to the artist and music.

1. Andrew Goodwin
His Theory

2. What does Goodwin’s theory say
about music videos?
Goodwin has identified a number of key features of music videos that link
to his theory of making videos as productive as they can be so to make
money, they are:
• A link between the visuals and lyrics
•Genre characteristics
•A relationship between the music and the lyrics
•Branding
•Voyeuristic treatment
•Intertextual references

3. A link between the visuals and lyrics
Goodwin explains that through the visuals it can amplify or
contradict the lyrics. Through amplifying the lyrics it can draw
viewers to the message of the song whilst if the visuals
contradict the lyrics it can it can pull us away from the intended
message.

4. Contradicts Lyrics
In Jess Glynne’s music video 'Hold My
Hand’ she is seen in the desert alone
surrounded with people on motorbikes.
However in this shot she is seen in the
sun leaning on a truck singing ‘Darling,
hold my hand’ and clearly this lyric
doesn’t link with the visual. Therefore it
draws the attention away from her
message and focuses the attention on
her.
Similarities to the Lyrics
However in Jessie J’s music video for
‘Flashlight’ in this scene she sings ‘Your
my flashlight’ whilst being in a large dark
room surrounded with torches. Therefore
this amplifies her message in the song
plus as she is centre frame she is still
able to have attention from the viewer so
can have recognition for the song.

5. Genre characteristics
To establish to the viewer the type of genre the music is Goodwin
identifies certain elements the director will use so to brand the genre
so viewers will therefore now what to expect.

6. Pop
The characteristics of a pop video are:
bright colours, a lack of instruments with
the focus on the artist rather than the
voice, a fun upbeat atmosphere and high
key lighting.
Rock
The characteristics of a rock video are:
a focus on the band and instruments,
black, an emotional and dark tone to
the voice and set and low key lighting.

7. Indie
The characteristics of a indie music video are: a lesser focus on the artist and more on
their voice and instrument, a more varied type of shot and less generic attributes from the
mainstream industry. Within indie music there are many sub categories such as indie pop
and indie rock.

8. Indie Rock
Same as an indie video however as
these groups are signed to
independent labels such as Domino
they have less money to make their
videos with. This therefore makes their
videos more alternate with the settings,
costume and video quality. However
any money saved is then invested into
the artists' music.
Indie Pop
In an indie pop video the band/artist’s sound
is more unique and niche, the instruments
can be seen and the use o high key lighting
tells viewers it’s a pop video.

9. A relationship between the music
and the lyrics
Goodwin noticed there was a relationship between the beat and pace
of the music and how the visuals were edited to match this, this is
most prevalent in fast paced music. There are a number of examples:

10. Click on – ‘Only Girl in the World’
After watching Rihanna’s video for
‘Only Girl in the World’ it is obvious
that through out the video especially
at the beginning when the beats
change the visuals do to so to keep
up with the pace of the song, this
therefore makes the viewer more
engaged with the song, the beat and
therefore the lyrics and messages.
Click on – ‘Lean On’
In this video Goodwin’s theory is
proved. As when comparing the
instrumental parts to when the artist
sings there is a clear difference in
the amount of scene changes when
the beat picks up in the instrumental
parts but then slows down when she
begins singing.

11. Branding
To make the artist(s) more recognisable the record label will give
each act a branding so therefore to make them more prominent to
the viewer. A good example of this is the association of rappers
wearing big chunky gold necklaces. This branding has therefore
created many stereotypes within the industry.
Another way record labels make their acts a star is through the
constant use of close ups so viewers can relate their face to their
brand so therefore their music, this in turn will market the artist and
make money.

12. Lady Gaga – ‘Applause’
Gaga is someone who has been
branded. She is associated with quirky
and abnormal costumes that makes
viewers question if she’s sane. This
therefore will make viewers draw more
attention to her so therefore marketing
her the way the record label intended.
Plus, another close up is used so to
draw attention to her looks and her
strange make – up and costumes.
Michael Jackson – ‘Thriller’
In Jackson’s ‘Thriller’ it is obvious that their
branding for Jackson was his dancing
especially the moonwalk which can be seen at
this screen shot. By associating Jackson with
his dancing it makes the viewers aware of
what to expect when they see him and listen to
his music.

13. Voyeuristic treatment
Close ups are especially used on female acts. This is because they can
therefore allows the director to fetishise and objectify the female
form (associated with Laura Mulvey’s Male Gaze). By objectifying her
the director is trying to draw larger audiences (mostly men) so to
make the star more well known and to sell the music.

14. Miley Cyrus – ‘We can’t Stop’ Cheryl Cole – ‘Crazy Stupid Love’
Fifth Harmony – ‘Worth It’
Beyonce – ‘Drunk in Love’

15. Intertextual references
Within music videos Goodwin had noticed that there were references
to other medias. This link is made by the director so to give his videos
a way of the viewer to relate to the artist as they’re doing something
they have already seen, plus it can give the same atmosphere to the
video as the media did to the viewer.

16. Jessie J’s – ‘Nobody’s Perfect’
Within this video there is a clear reference to
Lewis Carroll’s story ‘Alice in Wonderland’
where Alice meets the Mad Hatter at the tea
party. This in turn makes Jessie J’s video have
a sense of disorganisation and chaos as in his
story. This therefore makes a more appealing
video to watch and reflects the mood of the
song.
Taylor Swift – ‘Love Story’
Within ‘Love Story’ there is
references to William
Shakespeare's ‘Romeo and Juliet’
with Swift acting as Juliet on the
balcony. This emphasises the
narrative love story of her song
and as most people know about
‘Romeo and Juliet’ it enforces how
in the story she is madly in love.