Andrew Goodwin’s Theory on how to

analyse music videos

Andrew Goodwin identifies 5 key aspects of music videos that we (the audience) notice, theses are:

The Star Image Relation of Visuals to the song Technical Aspects of the Music Video Narrative and Performance Seeing the sound through the beats

The Star’s Image The star’s image is a vital aspect to music videos. Mostly because of demands of the record label, there will be lots of close ups and long shots of the artist. The artist may develop motifs which recur across all their work which makes their work individual but recognisable (this is a visual style).The voice of the artist can be extremely unique and can form an identification or trademark for them.Goodwin also says that the artist mode of address is important as songs can be seen as stories and the artist can make the music video a communication device by telling a story and letting us listen.

Narrative and Performance

We only tend to get a gist of the meaning of the song and then tend to make up our own idea of what is being told, Goodwin explains that music videos should ignore the common narrative, this is important in their role of advertising.Narrative and performance work hand ion hand , it makes it easier for the audience to watch over and over without loosing interest. The artist acting as the narrator and participant helps to increase the authenticity, however lip syncing and mimed actions remains the heart of music videos, the audience also needs to believe this.

Relation of Visuals to a Song

Illustrate -> Music videos can use a set of images to illustrate the meaning of the lyrics and genre, (this is very common)

Amplify –> This is similar to repeatability, meanings and effects are manipulated and constantly shown the video which is then drummed into our vision

Disjuncture -> This is where the meaning of the song is completely ignored and something random is produced as the music video

3 ways in which music videos can work to promote a song:

Technical Aspects Technical aspects hold the music video together

through the use of camera work, movement, angles, mise-en-scene, editing, sound and special effects.

Speed, camera movement, editing, cutting and post production are all forms of the use of the camera.

Lighting and colour help to set the moods of the music video and can emphasise key moments of the song for dramatic effect.

Mise-en-scene and the setting of the music video is vital as it needs to look authentic and attain professionalism.

For beats, music videos use cuts to go with the beat or rhythm, this makes the video more entertaining.

To Conclude:Andrew Goodwin's music video theory states:1. Music videos demonstrate genre characteristics (e.g. stage

performance in metal videos, dance routine for pop girl and boy bands)

2. There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting)

3. There is a relationship between music and visuals4. The demands of record labels will include lots of close ups of the

artist and the artist may develop motifs which will recur across their work

5. There is frequently reference to the notion of looking (for example screens within screens, such as telescopes or camera screens etc.) and particularly voyeuristic treatment of the female body

6. There is often intertextual reference (to films, tv programmes or other music videos)