Goodwin's Theory outlines six points about how music videos convey meaning through visual and audio elements: 1) Genre characteristics use mise-en-scene and shot composition based on genre. 2) Visual/lyric relations show objects that correspond to lyrics. 3) Visual/music relations edit shots to the music's tempo and beat. 4) Need to sell the artist places them at the center. 5) Intertextuality references other media to boost sales. 6) Voyeurism uses explicit imagery of the artist to attract audiences. Screenshots of the music video for "Heaven is a Half Pipe" by OPM show how it uses lighting, a skateboarding theme, and cuts between the band and skater to

1. Goodwin’s Theory

2. The six points of his theory
• Genre characteristics- the use of mise-en-scene and how the shots are composed
based on the genre
• Visual/ Lyric relations- where the audience can see what they hear. When
specific lyrics are heard, the use of that object is shown in the music video
• Visual/ Music relations- this is where the tempo and the beat of the music varies
the editing of each shot which are edited to cut to the beat of the music. Where
the tempo or volume of the music determines the speed of the shots, whether
turned physically to slow or fast motion or the cuts are extended.
• Need to sell artist- in modern music videos, the video is shot in a way that it
makes the star or artist in center. This is so that they can make sales on other
products relating to the artist. For instant, concert tickets and merchandise with
the artist on.
• Intertextuality- this is where other sources of media and products are shown and
boosts sales. In particular for music videos, we have the music video filmed in a
similar way that a film was made. This relation helps audience recognize the film
and boosts the sales for the film.
• Voyeurism- this is touching on the theory that for male audience ‘sex sells’ in
music videos, particular artists would have a change of image which would
attract different target audiences. It shows more of the artist in an explicit way
that attracts this audience to watch the music video. A way to show off the artist.

3. These are screenshots for the band
OPM and the video Heaven is a Half
pipe (If I Die) with explanation as to
how it meets Goodwin’s points.

4. The location is very darkly
lit leaving only the band lit
up very dimly. This relates
to the genre characteristics
of a rock video. Their props
are instruments which are
typically seen in a rock
video. The band looks
directly at the camera
which is used a lot in band
videos to break the fourth
wall. Their expressions are
quite important also for
showing the audience who
they are.

5. In these screenshots, we can
see a half pipe and a
skateboarder riding it. This
relates to the visual/ lyric
relation as the lyrics go
‘heaven is a half pipe’ and
this point in the theory state
to see what we hear. These
two screenshots also
represent the cutting
between this half pipe and
the band watching the skater.
This cut between these two
shots are cut to the beat of
the song. Another point of
Goodwin’s which is the
music/ visual relationship.

6. There is an overhead shot
of one of the band
members in which he is
posing at the audience.
The skater theme appeals
to the audience and
relates to the genre of
music. It sells more as
their target audience
enjoys skateboarding.
One of Goodwin’s points
is the need to sell the
artist which can be done
through other themes not
just their overall look but
shows they are
communicating with the
audience.

7. The top screenshot shows a
black and white image of
one of the band members
but the left side of his face is
the focal point. The right side
of his face is in shadow and
creates a mysterious effect.
The light high-lights his face
and makes his eye stand out.
The skate park and the band
are cut back and forth
between in the video and
the audience connects the
two images. The showing of
theme more than artist
happens a lot in rock videos.