Andrew Goodwin’s theory on music videos

5 aspects of music videosAndrew Goodwin believes that audiences should identify 5 key aspects of music videos which are:

1. Seeing sound2. The star image3. Technical aspects4. Narrative and performance5. Relation visuals to song

Seeing soundAndrew Goodwin thought that there were three steps to finding out what a beat means or represents in your head:• First step: is to look at the music and take into

consideration the structure such as the chorus or regular key changes.

• Second step: the artists voice of the song which can be very unique and can form identification for the artists.

• Third step: Goodwin also states the mode of address an artist uses. For example, songs can be stories and the artist the storyteller.

Star imageThis is another vital aspect of music videos, the artist can bring a more appealing look to the audience while being unique in his/her style in that video. This involves the costume, dance moves and appearance.This helps to promote an artists’ image to the public allowing them to be more memorable.An example of iconography is with Amy Winehouse’s iconic hair repeated in every music video.

Technical aspectsThis aspect helps to mold the music video together through the use of mise-en-scene, effects, sound and editing. All these aspects set the mood for the music video and helps put emphasis on specific areas of the song.Lighting and color contributes to setting the mood for the music video and helps create emphasis on significant parts. It also helps create dramatic effects for the audience. Mise en scene is another vital aspect to the production of music videos, it helps the artist gain authentication.

Narrative & performanceGoodwin explains that music videos should ignore common narrative. He states that narrative and performance work together well and makes it easier for the audience to watch it repeatedly without losing interest.Andrew Goodwin believed it was important for the artists to be fully involved in the music video by performing or acting as the main character.

Relation between visuals and the song

Goodwin believes that a music video can help promote a song by the analysis in the lyrics. This is shown when the character in music videos do exactly what the lyrics say.Illustrate: music videos use images and shots that help illustrate the meaning behind the lyrics and the genre of the song.Disjuncture: This is where the lyrics of the song do not match the music video.Amplify: This is where the images and shots are manipulated and shown throughout the music video so the audience cannot forget it.