Andrew Goodwin Music Video Theory

Andrew Goodwin developed his theory into six key statements:

1. A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics

This statement references the link that artists make with the visuals in their video compared to the lyrics.



In Jessie J's video 'price tag', the visuals directly contradict the lyrics, as throughout the song references the idea that money is pointless, yet the star is surrounded in 'money trees', and wears expensive clothing to flaunt her wealth.



In this video, the lyrics directly apply to the visuals. The video tells a story of bullying and 'popular kids', which is the main theme of the lyrics.

2. Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music.)

Goodwin suggested that more often then not, the cut's and editing in music video's are timed to the beat, similar to Green day's video
 

3.  Genre-related style and iconography

Goodwin realised that artists often use actions in videos that they repeat as their 'trademark' as a marketing strategy. An example of iconography is Amy Winehouse, her heavy makeup and iconic hairstyles was something was made her easily recognisable




4) Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognizable brand image.

Goodwin recognised that in order to improve the artist's marketing, they often featured in their own music videos with close ups so that the audience remembered their style and look.



5) Voyeurism often plays a major part, especially in relation to females.

Goodwin suggested that in order to attract a male audience, music video's often used the sexualisation of women, focusing on close ups of women's bodies for the males view.



6) Intertexual references to other media texts may be present, especially in humorous videos.

Some music video's often make direct links to other media texts, such as films or tv shows that the audience is familiar with to attract a wider audience. This is shown in Iggy Azalea's 'Fancy' video, inspired by the film 'Clueless'.