Andrew goodwin

Andrew GoodwinPresented by Charles Mossman

Andrew Goodwin's Theory

Andrew Goodwin identifies 5 key aspects of music videos that we as an audience should look upon. These 5 aspects include…..

Through beats – Seeing the sound Narrative and Performance The Star Image Relation of visuals to Song Technical aspects of the Music Video

Through Beats

First Step – the first aspect in which the audience identifies is that they must look at the music video itself. This includes taking in the structure of the song such as the chorus and verse.

Second Step – the artists voice is extremely unique and can form an identification for the artist. This is an important part of an artists identity as it helps the audience get a better insight as to who the artist is if they hear the song elsewhere.

Third Step – Goodwin states the mode of address. Song can be seen as stories which is a good form of communication to audience as it allows them to take a keener interest.

Narrative and PerformanceGoodwin states that songs fail to provide the audience with a complete narrative. The audience is only intended to receive a hidden meaning and certain connotations of the song. The audience is expected to have their own intentions as to what the music video is about.

Goodwin explains that music videos should ignore common narrative as it is very important in the role of advertising.

The artist acting a both the narrator and participant helps to increase the authencity, although the lip sync refers to be part of the heart and soul of the music video.

Star Image

The star image is a very important aspect of the music video. The aspect in which the artist revels themselves can provide the audience with a lot of information about the artists characteristics. This includes the type/genre of the song, hidden meanings and connotations and the use of body language in order to convey their image.

Relation of Visuals to the Song

Illustrate – use a set of images to illustrate the meaning of lyrics and genre

Amplify – Repeatability. Meanings and effects are manipulated and constantly displayed through the video.

Disjuncture – the meaning of the song is completely ignored

Technical Aspects

Technical Aspects helps to hold the music video together, through the use of Camera Work, Mise En Scene, Editing and Sound.

Applying the Theory to Music Videos

One example of applying Goodwin's theory is “Someone like you” by Adele. The visuals amplify the lyrics “for me it isn't over”. Through this scene the artist is seen to be looking very emotional in connection to this which makes the audience sympathise with her as a result.

Applying the Theory to Music Videos

Goodwin identified that the lyrics within a music video maybe edited in time to the lyrics which is through the aspect of the beat of the song. An examples of this is Calvin Harris “Bounce”. The visuals are repeated in the chorus to emphasise the repetition in lyrics and beats.