This document analyzes Andrew Goodwin's theory on the key aspects that are commonly featured in music videos. It discusses 6 aspects: 1) Demonstrating genre characteristics through performances and routines. 2) Relationships between lyrics and visuals through actions, scenery and actors. 3) Relationships between music and visuals that can be illustrative, amplifying or contradictory. 4) Including close-ups of artists to promote them and developing visual motifs. 5) Referencing notions of looking and treating the female body voyeuristically. 6) Making intertextual references to other media like films and other music videos. The document then analyzes the music video for "Beggin'" by Madcon based on these 6 aspects

1. Music Video Analysis
Andrew Goodwin’s Theory
Madcon – “Beggin’”
Jamie Farrow

2. Andrew Goodwin stated that there are 5 key aspects that feature mainly in music
videos. They are:
1. Music videos demonstrate genre characteristics
(e.g. Solo performances in rap music and dance routines in R&B music).
2. There is a relationship between lyrics and visuals
(The lyrics can be linked to the video through actions, scenery, actors etc.).
3. There is a relationship between music and visuals
(either illustrative, amplifying, contradicting).
4. The demands of the record label will include the need for lots of close ups of the
artist and the artist may develop motifs which recur across their work (a visual style).
5. There is frequently reference to notion of looking (screens within
screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
6. There is often intertextual reference (to films, TV programmes, other music videos
etc).

4. 1. Music videos demonstrate genre characteristics
(e.g. Solo performances in rap music and dance routines in R&B music).
•Scenes include the artists, Madcon, preforming to
the camera together in a manor similar to other
music videos of the same genre.
•The artists are wearing clothing and jewelry
which are commonly worn in the genre that
they are from, being a rather typical music
video from the R&B genre.
•A car is also featured in the music video, a
type of car which is commonly associated
with the genre of the music video.

5. 2. There is a relationship between lyrics and visuals
(The lyrics can be linked to the video through actions, scenery, actors etc.).
“Put your loving hand out baby“
– This is where one of the
artists outs their hands out
whilst singing that line. This
links to the lyrics through
actions
“I’m on my knees whilst I’m
begging” This is where one of
the artists puts their hands as if
they are praying/begging, and
the crouch so that they are on
their knees. This is another link
to the lyrics through action.

6. 3. There is a relationship between music and visuals
(either illustrative, amplifying, contradicting).
•There are many different scenes when
there is a dance crew in time with the
music. This shows a visual link to the
music.
•This scene is of one of the artists being
knocked out by two boxers. This is when there
is a slight break in the song, and as the music
hits back in, this is when the boxers hit the
artist and is synced in time. This is another
visual link to the music.
•In this scene the artists are seen wearing
expensive clothes, this contradicts the theme
of the song which is begging. Contradicting the
theme will cause the audience question the
story. They might ask “did the artists make it
where they are through begging?”

7. 4. The demands of the record label will include the need for lots of
close ups of the artist and the artist may develop motifs which recur
across their work (a visual style).
There are many different close ups on the artists,
Madcon, rapping, acting and singing to the music. This
was done so that the video will promote the artists.
In this video, one of the artists is wearing a
hat, and since then, has often been related to
wearing similar or other hats. As one of them
doesn’t often wear hats, his dreadlocks have also
become a trademark which when people think of
Madcon, they think one with a hat and one with
the dreadlocks.

8. 5. There is frequently reference to notion of looking (screens within
screens, telescopes, etc) and particularly voyeuristic treatment of the
female body.
•Here, two women are seen with low cut
tops and their buttons un done. As there are
not many good looking females in this
video, these two stand out as they come
across “sexy” because of the way the wear
their shirts and their sunglasses. This would
appeal more towards the men who watch
this video and will make them remember
this scene. This scene is utilizing the female
body.
•This scene is of one of the artists kissing a
lady. This is another example of within the
video which demonstrates the utilization of
the female body. Firstly because they are
kissing, secondly because of the way the
man is holding the woman, and lastly as she
is dressed nicely.

9. 6. There is often intertextual reference (to films, TV programmes, other
music videos etc).
•In this music video, there is a theme in the clothing of the actors, more
noticeable in the dance crew. The theme is of 80s fashion, which is represented
below. This fashion can be seen in many other music videos which have the
same theme or in television shows which are set in the 80s.