Andrew Goodwin proposed that successful music videos contain 5 key elements: (1) developing a star image of the musician, (2) matching the visuals to the song's beats and rhythm through editing, (3) presenting a narrative and performance that engages the audience, (4) relating the visuals directly to the song lyrics or amplifying the mood, and (5) using technical aspects like lighting, location, and camerawork to reinforce the mood. The document discusses each element in detail and provides examples of how to apply them to a music video.

1. Andrew Goodwin’s theory and
it’s application too music videos

2. Analysing
When analysing music videos, Andrew Goodwin
came to the conclusion that all successful
music videos contain 5 key aspects:
• Star Image
• Thought beats – seeing the sound
• Narrative and Performance
• Relation of visuals to song
• Technical aspects of music video

3. Star Image
• In all successful music videos, particularly in the genre
of alternative hip hop, a star image is built throughout
the music video as well as built with a meta narrative
over a longer period of time, adding character and
personality to the persona of the main musician being
represented. A ‘star’ being developed, even within a
group of multiple musicians, creates a greater
connection between fans and the music as we find we
can relate to the artist. Goodwin therefore feels all
engaging music videos contain a single star being
created, and with our own video we intend to do this
through the use of extravagant props representing
wealth and success e.g. cars, pianos, glass buildings.

4. Thought beats – seeing the sound
• Andrew Goodwin explores ‘thought beats’ the idea that
music videos and the narrative ideas, including the beat
and rhythm, are correlated through the use of incidental
cuts, frequent shot taking and other filming techniques.
For our music we’ll have to explore the structure of
verses, the chorus, look at the speed of the beats
throughout the song and consider how we’d highlight the
difference throughout our video.
Finally we’d have to look at the voice of specific artist, as all
are extremely unique and establish an indivdual moods and
aim to reflect that with the mode of address we present
our audience.

5. Narrative and Performance
• Andrew Goodwin argues that music videos don’t
present the entire narrative of a song, and
instead we are given a gist of the meaning of the
song, giving the audience the task to come up
with their own ideas. The videos should coherent
repeatability, letting narrative and performance
be equally important in making the video
interesting so the audience can watch it
repeatedly. Having the actor participate as both
narrator and performer lip-synching increases the
authenticity

6. Relation of visuals to song
• Illustrate: Music videos can use images to directly illustrate
the meaning of lyrics, probably the most common
• Amplify: Meanings and moods are continually repeated and
‘drummed’ into our thoughts, however lyrics are not acted
out or emphasis placed upon them.
• Disjuncture: Meaning of the song is completely
ignored, usually abstract.

7. Technical aspects
• Lighting and colour helps set the mood and adds emphasis
on key/dramatic moments using filters on the lighting or
through post-production.
• Mise-en-scene is vital in producing a succinct and
meaningful music video. In order to look realistic, the
location needs to match the mood of the song. Our music
video, especially that of being rich and successful NEEDS a
matching location to look professional. Mise-en-scene is
most definitely the most important technical aspect to our
music video being successful.
• Technical aspects hold the entire music video together, this
includes camerawork, movement, angle, editing, sound and
special effects.