Andrew Goodwin's theory outlines five main aspects that should be present in a music video: thoughts and beats, narrative and performance, star image, relation of visual to song, and technical codes. Specifically, it states that the music, lyrics, and beat should influence the video's cuts and shots. It also asserts that the video should focus on promoting the artist rather than following a complex narrative. Finally, it emphasizes that technical elements like camerawork, lighting, editing, and mise-en-scene are crucial to completing a professional, entertaining music video.

1. Andrew Goodwin’s
Theory
(Music Videos)

2. Andrew Goodwin Theory
In Andrew Goodwin’s book ‘Dancing in the Distraction
Factory’ (1992) it suggests five main aspects of a music
video which the audience should be able to identify
throughout its duration. These main aspects are;
• Thoughts and beats
• Narrative and performance
• Star Image
• Relation of visual to song
• Technical codes

3. Thoughts and Beats
The most important factors to identify from the music are the lyrics, beat and
sound. If the lyrics are closely analysed, then they can influence the
direction of a music video. The beat will help indicate where the cuts
should be edited and when the next shot will start to illustrate a natural
visual image that interlinks with the music and the sound expresses the
artists and their music genre and what type of video they will want to
produce.
1. Goodwin states that the audience should view the video and become
familiar with the songs structure e.g. the verses and the chorus.
2. The voice of the artist and song is important. If the artist’s voice is
unique, it creates a trademark which fits into their star image.
3. The songs could be represented as a story and the artist is the story
teller. As an audience, we will listen to their music as if it was them
reading the story to us.

4. Narrative and Performance
• Music videos fail to give the audience the full complete narrative!
As individuals viewing a music video, we often tend to listen to a song
and interoperate our own meaning of what is being told. Goodwin
states that videos should ignore common narrative and focus more
on advertising the artist.
• A music video should be enjoyable and be watched repeatedly by a
wide range of audiences. Narrative and performance goes hand in
hand and makes the video more exciting for audience to view and
never lose interest.
• The narrative is important. For the video to be realistic, the artist
must master the lip reading to the song as well as including a
realistic performance.

5. Star Image
• The star image is a vital part
in a music video. It
describes the development
of the artist over time and
their transformation. It’s an
important part in the music
video production.
• The star should have a clear
and unique style which
defines them as an artist.
This is to attract audiences
and make their visual image
memorable throughout
their music career. By
having a distinct image; it
helps with the production
of the music video as it is
made around the artist.

6. Relations of Visual to Song
There are THREE ways that a music video promotes a song;
This type of promotion is the most common. This is when the music video makes visual
references to the lyrics and genre of the artist.
This is where certain themes and lyrics are emphasised visually on purpose. They can either be
used once to point out a main lyric or repeated throughout the video to deliver a clear message.
This is when the music video ignores the lyrics and its meaning.

7. Technical Codes
• In Andrew Goodwin’s theory, he states that it is the technical
aspects of the camera, framing, movement, editing and mise-en-
scene that complete a music video.
• Camera: It is the speed, camera movement, editing, cutting and
post-production that are forms of camera.
• Lighting and colour: It is the lighting and colour that helps
emphasise the emotions that are demanded to be felt during the
music video. These are especially used when the lyrics takes a
dramatic turn and to highlight key words to the viewers.
• Mise-en-scene: Mise-en-scene is an important aspect as it needs to
be visually realistic and professional throughout to keep the viewer
hooked.
• Editing: Cuts are used on different beats or rhythms of a song to
naturally fit in and keep the viewer entertained throughout.