Goodwin's theory discusses how music videos represent songs visually and promote artists. Music videos visually represent the structure, speed, and beat of songs through cutting footage to the tempo. They also represent an artist's style and brand. Music videos serve as advertisements that tell the story of the song through a narrative and performance element, with the artist as both performer and narrator. The primary purpose of music videos is to promote the artist by making them the star and giving them significant screen time to increase their profile and sales.

1. Goodwin’s theory on Music video’s
Taken from “Dancing in the
Distraction Factory”, 1992

2. “Thought Beats”
O The structure, speed and beat of the song are
represented visually – through variations in chorus
and verse footage, or cut to the beat (so a song
with a faster tempo will include a number of faster
cuts between shots)
O Music videos also represent the “voice” of the artist
– their particular style, or brand identity if you like.

3. Narrative and
Performance
O Music videos are advertisements, as well as
telling the story of the song.
O It must be possible to watch the music video
again and again, so there needs to be a
performance element to the video, as well as
a narrative.
O The artist acts as both performer and narrator
(and sometimes character), making the video
feel more authentic.

4. STAR IMAGE
O Music videos are primarily used to promote an
artist. They are produced by record
companies as a way of promoting and
increasing the profile and sales of artists, and
as such they must tell a story about the
development of the artist
O This is achieved through making the artist the
star of the video, and giving them the most
screen time. Other techniques are used, such
as a proliferation of close-ups of the artist.

5. Relation of Visuals to Song
O Disjuncture – The meaning of the song is
completely ignored. The images in the
video do not relate.
O Amplify – The meaning of the song is
exaggerated through the use of visuals
O Illustrate – The meaning of the song is
made clear through the video. This is the
most common use.

6. Technical Codes
O Media language, in terms of camera angle, movement,
lighting, editing and visual effects added in post production
all work together to create meaning for a music video.
O Atmosphere, tone and mood can be reflected through use
of colour, speed of editing and variety of transitions.
O Setting is often used to communicate glamour, and it is
important that beaches look like beaches, clubs look like
clubs. This makes the music video feel authentic and
therefore believable.
O Editing often follows the rhythm and tempo of the song,
cutting “to the beat”