Andrew Goodwin developed a theory with 8 key parts for analyzing music videos: 1) Links between lyrics and visuals, 2) Links between music and visuals, 3) Genre characteristics, 4) Intertextual reference, 5) Notions of looking, 6) Voyeurism, 7) Demands of the record label, 8) Performance, narrative or concept-based styles. The theory states that lyrics should relate to visuals, visuals emphasize lyrics, and music links to visuals depending on genre. Genre also influences characteristics. Intertextual references draw from outside influences. Videos involve notions of looking into lives and voyeurism. Record labels demand artist appearances. Styles depend on genre and lyrics.

1. Theory Research
A2 Media Studies
Lauren Barrett

2. Andrew Goodwin’s Theory Applied to
Music Videos
Andrew Goodwin’s Theory consists of 8 key parts:
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Links between lyrics and visuals
Links between music and visuals
Genre characteristics
Intertextual reference
Notions of looking
Voyeurism
Demands of the record label
Performance based, narrative based or concert based
music videos

3. Andrew Goodwin’s Theory Applied to
Music Videos
Lyrics and Visuals:
Goodwin suggested that the lyrics of a music video
will make a reference, somehow, to the visuals on
screen.
He also suggested that the visuals will emphasize
what is heard in the lyrics, evoking the emotions
within the song lyrics or the message within the
video.
An example of this is seen in many music videos, and
help the audience to understand the meaning of the
song.

4. Andrew Goodwin’s Theory Applied to
Music Videos
Music and Visuals:
Goodwin stated that the music will link with the
visuals, but it will depend on the genre of music.
It also often links with the different beats and tempos
of the songs.

5. Andrew Goodwin’s Theory Applied to
Music Videos
Genre Characteristics:
The genre characteristics often become different
depending on the genre of the music video.
For example, in pop music videos there would be a lot
of close-up shots of the artist, and the setting will be
stereotypical of the target audience.
Other genres might include different special effects,
shot types or narrative to directly link to the genre’s
stereotypes.

6. Andrew Goodwin’s Theory Applied to
Music Videos
Intertextual Reference:
Andrew Goodwin stated that the Intertextual
reference is when the music video is inspired by
cultural influences.
Influences may also come from anything from religion
to movies, politics or other music videos.
These reference are often symbols to represent ideas
to the audience.

7. Andrew Goodwin’s Theory Applied to
Music Videos
Notions of Looking:
This key point it the idea of going into someone else’s
life.
Women are often seen as objects.
Men are perceived to be violent and cheats.

8. Andrew Goodwin’s Theory Applied to
Music Videos
Voyeurism
This is the idea that the audience is looking into the
artist’s life style and what they are going, without the
artist’s knowledge.
For example it may feature events such as house
parties, where everyone is doing there own thing and
there is minimal or no interaction with the camera.

9. Andrew Goodwin’s Theory Applied to
Music Videos
Demands of the Record Label:
This generally has no set rule as the record label could
demand anything from the creation of a music video.
The biggest demand is normally for the artist or band
to actually feature in the music video. They also often
demand for cameo appearances from other
celebrities or musicians to help ‘plug’ the music video.
This applies to all genres because an appearance from
the artist or band will sell more singles and albums.

10. Andrew Goodwin’s Theory Applied to
Music Videos
Performance, Narrative or Concept-based Music
Videos
The style of music video will depend on the genre of
the song and the lyrics.
Performance-based shows the musicians singing
and/or playing their instruments.
Narrative-based involves a plot which tells a story to
match the lyrics of the song.
Conceptual videos are likely to involve special effects
or animation and will not really link direcrly