Andrew Goodwin5 Key Points

1. Thought Beats (seeing the sound)

• - We must first look at structure of the song (chorus/verse) as this could affect the placement of scenes. As well as this, the artists voice could be unique enough to the point it creates an identity itself, therefore affecting how the lyrics impact on narrative. Goodwin also expresses the different mode of address (e.g. a song could be a story with the artist as the storyteller, which makes the music video a secondary communication device.)

2. Narrative & Performance

• - Song doesn't completely explain narrative, we generally form our own hypothesis on what the song is about. Music videos should avoid common narrative as something new and innovative is good for advertising. Music videos should aim to be repeatable, if narrative and performance collaborate well it will make it easier for the audience to enjoy and watch again without getting bored. Lip sync and other mimes actions are what make the video, therefore they need to be perfected so the audience believe them to be real.

3. The Star Image

• - Star image is important as it is what people will remember the artist as (e.g. Elvis in his white suit, or Michael Jackson for his dance). A meta narrative can be built over time as the artist develops, this in itself can have an impact on later music videos.

4. Relation of visuals to song

• - Illustrate: use a set of images to demonstrate the meaning of the lyrics/ its genre. This is the most common of the three methods.- Amplify: meanings and effects are manipulated multiple times and regurgitated to make sure it sticks in the audiences head.- Disjuncture: The meaning of the song is completely ignored (the audience will likely form there own hypothesis on the 'real' meaning of the song).

5. Technical aspects of music video

• - This is what brings the video together, complete composition (camera, mise en scene, and editing). Camera relates to the movement of it, as well as shot types, overall it allows us to actually get the raw footage. Mise en scene refers to lighting, props, color, overall setting the emotion of the scene and helping to give sense to narrative. Lastly, editing revolves around post production methods, which include cutting the footage and adding any graphics or effects (e.g. titles, or slow motion).