Andrew Goodwin identified several key features of music videos: 1. Narrative and performance - the relationship between the artist, visuals, and genre should be emphasized. Close ups can represent the artist and brand. 2. Star image - an artist's look and persona help create intrigue and distance between viewer. Shock value can generate discussion and promotion. 3. Relation of visuals to song - visuals should develop lyrics meaning and emphasize the artist's point to help viewers connect to the song.

1. Andrew Goodwin identified a number of key features in music videos:
Thought beats – Seeing the sound
Narrative and Performance
The Star Image
Relation of Visuals to Song
Technical Aspects of Music Video
Seeing the sound-
This includes the music structure e.g. chorus' etc. and their timings/continuity throughout the
song.Also the artist’s voice, for example if a male voice is singing, you would expect to see a
male singing it. Artists can be identified in different ways, for example vocals and therefore
the link between the two would need to be strong.
The Narrative and Performance-
The two themes should be emphasised and the relationship between the artist and the visuals
of the song. This could also link to the shot types for example, close ups of the artists and
represent them in a genre, which would be appropriate to the ‘brand’ developed by record
company, for example the illusive ‘boy band’, males selected to appeal to everyone e.g. blonde,
brunette etc.
The Star Image-
The star image, in my opinion, is very important because this helps to create a distance
between the artist and viewer, giving a sense of amazement. As well as this the looks of an
artist, how professional they look, and in some cases to what degree, do they shock? An artist
well known for this is Lady Gaga, who, in all of her music videos states how it’s a ‘piece of art’
and creates expensive and ‘distanced’ feeling, shown clearly in her video ‘Born This Way’
which shocks and so generates people’s thoughts leading to conversations and in the end-
more promo for her. The artists can also be seen as the ‘story-teller’ which in another sense
could create a link of communication between the audience and artist.
Relation of Visuals to Song-
This is key because it helps to develop the lyrics meaning, and so emphasise the artist’s point,
and help people to visualise the story behind the song. A good example of this is A-Team by
Ed Sheeran, which tells the story of a girl who becomes a prostitute to fund her drug habit, the
video adds to this and emphasises the narrative of the song, which helps the audience to
connect to the song, as well as getting them to listen to the song as they watch. Also the song
does not always reveal the full story, and by creating the links, they can also develop them to
give the full story.
Technical Aspects of Music Video-
This includes camera work (angles and movement), Mise-En-Scene and the editing of that,
sound effects and special effects. As well as this speed of shots and camera editing/cutting to
get the final product,

2. o Thirdly, Goodwin also points out the artists mode of address. Songs can be seen as stories
and the artist the storyteller, making the music video a two communication device, them telling us a story
o We only tend to get a gist of the meaning of the song and then tend to make up our own
idea of what is being told.
o Goodwin explains that music videos should ignore common narrative. It is important in
their role of advertising .
o Music videos should coherent repeatability . Narrative and performance work hand in hand
it makes it easier for the audience to watch over and over without loosing interest.
o The artist acting as both narrator & participant helps to increase the authenticity however
the lip sync and other mimed actions remains the heart of music videos. The audience need to believe this is
real.
Narrative & Performance
2. Star Image The star image is another vital aspect of music videos. Meta narrative which is a big story
that describes the development of the star over time, it has an important part to play in the music video production
process.
3. Relation of Visuals to Song
o There are three ways in which music videos work to promote a song
Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most common This is
similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and
drummed into our vision This is where the meaning of the song is completely ignored
4. Technical Aspects Technical aspects hold the music video together through use of camera work,
movement, angle, mise- en -scene editing, sound and special effects. Speed, camera movement, editing , cutting
and post production are all forms of use of camera. Lighting and colour help set moods and emphasise key
moments of the song for dramatic effect Mise-en-scene, the setting of music videos is vital, it needs to look
authentic to attain professionalism . Beats, music videos use cuts to go with the beat or rhythm making the video
more entertaining.