Andrew Goodwin’s Analysis

By: Tanisha Banton

Goodwins theory analysis

Goodwin spent years analysing different music videos. He was specifically interested in the visual language and imagery that was implicit and explicit in music videos. He eventually came up with 6 different sub headings that he said all music videos fit into either one or several of these categories. Theses categories are:

Intertextuality

Artist Close – ups

Star iconography

Voyeurism

Music and visuals

Lyrics and Visuals

Star iconography

Star iconography can be represented in either of the following ways such as:

Branding An example of this is Chris Brown - Don’t judge me. The overall that the artist has on is from his own brand called Black pyramid. He has purposely chosen to incorporate this into his clothing item into his music video. This is to make the audience more aware of the brand to increase its selling profits.

Style

An example of style is Rhianna ft Drake – Take care. In this video Rhianna showed the world that she was able to wear red hair and rock it with class and satisfication. This later became a a style and trend all over the world. Both Females and Males were dying their hair red to match Rhiannas hair.

Brand values/ unique selling points

An example of this is when celebrities wear designer clothing or footwear such as Louis vuitton’s. Which the shoes are commonly referred to my celebrities as red bottoms. By celebrities posting pictures on social networking sites and showing these luxury items in their videos enhances the items brand values. Meaning that there could be an increase in price .Because of the demand by the public to keep up with what is currently trending in the fashion industry.

Voyeurism

This is when the audience is exposed to a situation that they wouldn’t usually see, such as:

Nudity/ near nudity / revealing clothes.

Exhibitionism An example of this is Jhene Aiko – The worst. The artist is in Lingerie, a bath robe and high heels. This reveals the artist body which some people may find offensive to watch.

Frame within a frame

An intimate location

An example of this is John Legand – Tonight. This photo portrays a a sexual nature to the audience, because of the male sitting on the empty bed shirtless.

Music and visuals

Goodwin suggested that there can be a correlation between the music and the visuals. Such as:

Illustrating

Amplifying

Contradicting

Cutting visuals in time to music An example of this is Drake – Headlines. There is on beat editing that coordinates to emphasises a specific part of the building that is behind the artist.

Artist Close ups

Artsit usually use close ups of artist in their music videos when they are coming into the industry. This is to make the public begin to put a face to a voice. Such as:

Artistic Branding

Celebrity culture

Artistic Portrayal

Implications on looking good.

An example of this is Justin Bieber – Baby. There was mostly close ups that was used in this music video. This was done to make the public familiar with Bieber face.

Intertextuality

Goodwin noticed that there was often a reference to:

Other music videos

Films

TV programs

An example of this is John Legand – Tonight. This song was written originally for a film called “Think like a Man”. Which the song later became a single that was released by John Legand.

Lyrics and Visuals

Goodwin claimed that there was relationship between the lyrics and visuals on the screen.

This can be:

Illustrating

Amplifying

Contradicting

An example of this is Justin Bieber ft chance the rapper – Confident. In this shot it emphasises that the female in the music video is confident. This music video amplifying that the female is confident.