Andrew Goodwin' theory

Andrew GoodwinHis Theory

What does Goodwin’s theory say about music videos?

Goodwin has identified a number of key features of music videos that link to his theory of making videos as productive as they can be so to make money, they are:

• A link between the visuals and lyrics• Genre characteristics

• A relationship between the music and the lyrics• Branding

• Voyeuristic treatment • Intertextual references

A link between the visuals and lyrics

A link between the visuals and lyrics

Goodwin explains that through the visuals it can amplify or contradict the lyrics. Through amplifying the lyrics it can draw

viewers to the message of the song whilst if the visuals contradict the lyrics it can it can pull us away from the intended

message.

Contradicts Lyrics

In Jess Glynne’s music video 'Hold My Hand’ she is seen in the desert alone surrounded with people on motorbikes. However in this shot she is seen in the sun leaning on a truck singing ‘Darling, hold my hand’ and clearly this lyric doesn’t link with the visual. Therefore it draws the attention away from her message and focuses the attention on her.

Similarities to the Lyrics

However in Jessie J’s music video for ‘Flashlight’ in this scene she sings ‘Your my flashlight’ whilst being in a large dark room surrounded with torches. Therefore this amplifies her message in the song plus as she is centre frame she is still able to have attention from the viewer so can have recognition for the song.

Genre characteristics

To establish to the viewer the type of genre the music is Goodwin identifies certain elements the director will use so to brand the genre so viewers will therefore now what to expect.

Pop

The characteristics of a pop video are: bright colours, a lack of instruments with the focus on the artist rather than the voice, a fun upbeat atmosphere and high key lighting.

Rock

The characteristics of a rock video are: a focus on the band and instruments, black, an emotional and dark tone to the voice and set and low key lighting.

Indie

The characteristics of a indie music video are: a lesser focus on the artist and more on their voice and instrument, a more varied type of shot and less generic attributes from the mainstream industry. Within indie music there are many sub categories such as indie pop and indie rock.

Indie Rock

Same as an indie video however as these groups are signed to independent labels such as Domino they have less money to make their videos with. This therefore makes their videos more alternate with the settings, costume and video quality. However any money saved is then invested into the artists' music.

Indie Pop

In an indie pop video the band/artist’s sound is more unique and niche, the instruments can be seen and the use o high key lighting tells viewers it’s a pop video.

A relationship between the music and the lyrics

Goodwin noticed there was a relationship between the beat and pace of the music and how the visuals were edited to

match this, this is most prevalent in fast paced music. There are a number of examples:

Click on – ‘Only Girl in the World’

After watching Rihanna’s video for ‘Only Girl in the World’ it is obvious that through out the video especially at the beginning when the beats change the visuals do to so to keep up with the pace of the song, this therefore makes the viewer more engaged with the song, the beat and therefore the lyrics and messages.

Click on – ‘Lean On’

In this video Goodwin’s theory is proved. As when comparing the instrumental parts to when the artist sings there is a clear difference in the amount of scene changes when the beat picks up in the instrumental parts but then slows down when she begins singing.

BrandingTo make the artist(s) more recognisable the record label will give each act a branding so therefore to make them more prominent to the viewer. A good example of this is the association of rappers wearing big chunky gold necklaces. This branding has therefore created many stereotypes within the industry.Another way record labels make their acts a star is through the constant use of close ups so viewers can relate their face to their brand so therefore their music, this in turn will market the artist and make money.

Lady Gaga – ‘Applause’

Gaga is someone who has been branded. She is associated with quirky and abnormal costumes that makes viewers question if she’s sane. This therefore will make viewers draw more attention to her so therefore marketing her the way the record label intended. Plus, another close up is used so to draw attention to her looks and her strange make – up and costumes.

Michael Jackson – ‘Thriller’

In Jackson’s ‘Thriller’ it is obvious that their branding for Jackson was his dancing especially the moonwalk which can be seen at this screen shot. By associating Jackson with his dancing it makes the viewers aware of what to expect when they see him and listen to his music.

Voyeuristic treatment Close ups are especially used on female acts. This is because they can therefore allows the director to fetishise and objectify the female form (associated with Laura Mulvey’s Male Gaze). By objectifying her the director is trying to draw larger audiences (mostly men) so to make the star more well known and to sell the music.

Miley Cyrus – ‘We can’t Stop’ Cheryl Cole – ‘Crazy Stupid Love’

Fifth Harmony – ‘Worth It’Beyonce – ‘Drunk in Love’

Intertextual references

Within music videos Goodwin had noticed that there were references to other medias. This link is made by the director so to give his videos a way of the viewer to relate to the artist as they’re doing something they have already seen, plus it can give the same atmosphere to the video as the media did to the viewer.

Jessie J’s – ‘Nobody’s Perfect’

Within this video there is a clear reference to Lewis Carroll’s story ‘Alice in Wonderland’ where Alice meets the Mad Hatter at the tea party. This in turn makes Jessie J’s video have a sense of disorganisation and chaos as in his story. This therefore makes a more appealing video to watch and reflects the mood of the song.

Taylor Swift – ‘Love Story’

Within ‘Love Story’ there is references to William Shakespeare's ‘Romeo and Juliet’ with Swift acting as Juliet on the balcony. This emphasises the narrative love story of her song and as most people know about ‘Romeo and Juliet’ it enforces how in the story she is madly in love.