Andrew Goodwin is a music video theorist who developed a theory about repetitive features in music videos that help audiences relate to and understand the media. His theory outlines 5 key aspects of music videos: 1) how the music track relates to the cinematography through illustration, disjuncture, or amplification, 2) the "star image" or protagonist that appeals to audiences, and 3) technical aspects like mise-en-scene, cinematography, sound, and editing that establish expectations for different music genres. Goodwin argues these repetitive features make the language of music videos easier for audiences to understand.

1. Goodwin’s theory
-Music video theorist-

2. A short introduction
Andrew Goodwin, a director of music and is known for being a music video
theorist. His theory is on the repetitive features in music videos, and stated that
this exists to make it easier for audiences to relate and understand the media
language.
He stated that are 5 key aspects to a music video:
1. Thought through beat
2. Relation between track and cinematography
3. Realism of narration and performance
4. The “Star Image”
5. Technical aspects of the video

3. Thought through beat
Is the process of analyzing the technical aspects in the music video so that the audience
can understand the media language.
There are 3 steps involved and each involves the audience to analyze…
How the track is structured. This involves understanding the use of individual verses,
chorus, coda and how they are constructed to tell the audience a story. Examples would be
the use of different major/minor key scales used, tone and transposition. If you go further
and have the musical score you can analyze how the song is constructed based on the
lyrics by looking at the time signature, dynamics, tempo and rhythm of the track.
The “aria” of the song (Main singer’s voice) by looking at tone and dynamics of the voice.
Each individuals voices are different, therefore creates a different “feel” for the audience.
There would be different singing techniques for different genres. This involves the use of
tonality, harmony and improvisation depending on the genre, For example a jazz singer is
likely to touch on the lower end of the tone by adding an “accent” to their voice. While
country singers will always tend to start from low tone and gradually increase their pitch and
volume.
The story, which the artist is trying to show us. This usually involves linking the different
meanings between the technical aspects such as the cinematography used, lighting and
most important the lyrics. Examples would be a music video where the story and
cinematography completely follows the lyrics like Taylor’s You belong with me.

4. Relation between
track and cinematography
There are 3 different ways the visual aspects can relate to the
track:
Illustration; The music video itself follows the generic
conventions and cinematography is took in relation to the lyrics
itself telling the audience a story. For example if the lyric was to
“hello” then the character involved might be on a phone.
Disjuncture; the lyrics is completely ignored and often the music
video will portray an original story and show a live footage.
Amplify; Repetition of same camera shots manipulated in such a
way the main image is slammed into the audience’s mind. This
is used to make the main image stand out.

5. Illustrate
This is a footage from Taylor Swift’s You belong with me.
This MV is a great example of because the video
“Illustrates the lyrics”. The MV follows through the lyrics
step by step in relation to the main actors/actresses. This
shot is went the lyric goes : “She wear short skirts, I wear
T-shirts” and there you go, a shot of her complaining
about the T-shirt. This creates Realism to the lyric and
draws the audiences attention in such a way we can
image ourselves in her shoes.

6. Disjuncture
You will often see this in songs where there a lots of
instrumental solos and improvisation, because the
cinematography will focus on the individual who is doing
the solo by using close-ups on the instrument or full body
shots of the play itself. This is an example from Red hot
chili peppers, they tend to have lots of solos and many
individual shots therefore, the lyrics is completely ignored.

7. Amplify effect
The whole video focuses on one person as an aria,
therefore makes the individual stand out. These types of
music videos is often used for singles artist because the
only one that needs to stand out is them alone.
Sometimes you might see back dancers, but in the end it
focuses on one person. You will see this often in pop
music videos. Cinematography that is used is usually
different types of shots and angles that focuses on one
person.

8. Star image
I would say that this is the most important aspect for
single artists, because the whole purpose of the MV is for
promotional purposes. Another word that could be used to
describe this would be a protagonist. This person creates
appeal to the audience and makes them wonder what will
they do. This is the same effect as having a well-known
celebrity in a movie, audiences are likely to watch MVs
that they can relate to a person they know.

9. Technical aspects
This makes a music video a music video. The aspects will
change according the different genres but general ones
would be: Mise-en-scene, cinematography, sound and
editing. The mise-en-scene describes what is going on the
screen and allows the audience to visualize and relate
better, an example would, low-key lighting for rock MVs.
By having these stereotypes, it allows the audience to
relate to different genres better because they know what
to expect from the specific genre.