Andrew Goodwins TheoryAndrew Goodwins Theory(applied to music videos)(applied to music videos)

Bethany Dobson

Analysing Music VideosAnalysing Music VideosHere are 5 key features that Andrew Goodwin believed was

the difference between a professional made music video and an amateur made music video.

A relationship between visuals either illustrating, amplifying or contradicting the lyrics

A relationship between the music and the visuals again either illustrating, amplifying or contradicting the music

Music genres have their own music video style and iconography

There is likely to be voyeurism, particularly in the treatment of women

There is a demand on the part of the record company for lots of close- ups of the main artist.

There is likely to be references either to other music videos or to films and TV texts.

Camera shotsCamera shotsHere is evidence of close ups

of main vocalist, whilst other members of the group remain in the foreground.

Music genre characteristics- here is Katy Perry’s California Gurls video, where the scenery is giant sweets and pink candy floss, the video is very bright, colourful and feminine, where own associations are created.

Voyeurism taking place as woman is sexualised through limited clothing.

Analysing the music videoAnalysing the music videoThere are 5 key aspects that

Andrew Goodwin believes make a great music video

Through the beats- Seeing the sound

Narrative and performanceThe star imageRelations of visual soundTechnical aspects of music video

Through The Beats-Seeing the soundThrough The Beats-Seeing the soundThe main part of the music video is of course the music. Music is

compulsory to look into in order to help achieve the best you can in the music video. The features you need to look for in music is the lyrics, beat and the sound. The lyrics need to be observed carefully in order to help influence the storyline of the music video. The beat needs to be heard in great detail in order to perfection the cuts when editing. Finally Goodwin also points out the artists mode of address. Many songs are seen as a story, the singer is the narrator. This makes the music video a 2 communication device, telling the story and listening to the story.

The voice of the singer needs to be analysed so the actor can conquer the miming with the correct timing and expression. The lyrics is one of the main features that I found difficult for the actors to perform due to the singer pronouncing words differently to how you would usually say them.

Narrative and performanceNarrative and performanceGoodwin explains that the music videos should

ignore common narrative. It is important in their role of advertising. Music video’s should include repetition of narration and performance as it will make it easier for the audience to watch without loosing interest from the video. The lip sync and mimed actions will always remain at the heart of music videos however a way to increase the authenticity of a music video can be achieved when the artists acts as both narrator and participant.

Star ImageStar Image

Star image is a conventional feature you would usually see in a music video. Meta narrative which is a big story that suggests development of the star over time, it has a important part to play in the music video production process.

Relations of visuals to the songRelations of visuals to the song

There are three ways in which music video are used to promote a song, they are illustrate, amplify and disjuncture.

Illustrate- Music videos include images that can illustrate the meaning of the lyrics and genre of the song that sets a story.

Amplify- Is similar to repeatability. Effects and meanings are edited and constantly shows through the video and drummed into our vision.

Disjuncture- This is where the lyrics and meaning of a song are completely ignored.

Technical aspects of the music videoTechnical aspects of the music videoTechnical aspects involve camera work, movement, angle,

mise-en-scene editing, sound and special effects. These six feature are what holds a music video together.

Camera- involved speed, camera movement, editing, cutting and post production are all forms of use of camera.

Lighting and colour- help to set moods and emphasise key movements of the song for dramatic effects.

Mise-en-scene- the setting and location is very important for a music video, it makes the video look authentic and professional.

Beats- music videos cut scenes on the beat of the music making the video look more effective and entertaining.