Andrew Goodwin: Music Video Theory

Andrew Goodwin's theory suggests that music videos can be defined or analysed by a specific set of characteristics;

1 - Relationship between the lyrics and the visuals:

These can be either illustrative, amplifying, or contradicting. Using aspects such as themes, mise-en-scene and events of the video to match the lyrics, the message of the song can be portrayed. This convention explains how Goodwin noticed a music video's visuals either had a complete similarity or direct contrast to the lyrics of the song.

2 - Relationship between the music and the visuals:

The cuts and edits of the video are in sync with the rhythm, whilst the beat of the song matches different effects to specific beats or notes.

3 - Genre characteristics:

Certain features are expected out of a video depending on the genre of the music, for example a girl bands/artists are expected to have dancers and close ups of the singers, whilst an Indie band is expected to have performance shots of the band with fast paced editing.

 4 - Star Image:

The star image is another vital aspect of music videos. Meta narrative, which is a big story that describes the development of the star over time, has an important part to play in the music video production process. Often due to the demands of the record label, artists videos will include many close ups and will often develop motifs that recur across multiple videos. This allows the record label to promote a set image for the artists, which will help target audiences connect to the music. 

5 - Intertextual references:

Music videos reference other forms of media, most commonly film, but can also be television and other music videos/artists.

6 - Thought Beats:

Seeing the sound in your head allows the audience to understand the music far more easily. Music can be used to tell stories, which is why a music video can become an important medium in which the viewer can watch an unfolding story. This can be achieved by taking into account the structure of the song, such as the chorus or verses, including the voice; the artist's voice is extremely unique and can form identification or trademarks that work well with the star image. 

Roland Barthes' theory of the Grain of voice can be related to this: He sees the singing voice as an expressive instrument and therefore able to make associations of its own. 

7 - Narrative and Performance:

Audiences only tend to understand a small part of the song's real meaning, making up the remaining narrative for ourselves. Goodwin explains that music videos should ignore common narrative, for it is important in their role of advertising . Narrative and performance working hand in hand makes it easier for the audience to watch without losing interest. The artist acting as both narrator & participant helps to increase the authenticity; if the audience does not find the performance believable, they cannot connect to the music.

8 - Technical Aspects:

Technical Aspects hold the music video together through the use of camera work; movement, angle, mise-en-scene, editing, sound and special effects. Speed, camera movement, editing, cutting and post production are all forms of use of camera. Lighting and colour helps to set moods and emphasise key moments of the song for dramatic effect, whilst mise-en-scene, if authentically used, maintains professionalism. Beats and specific cuts to go with the song's rhythm, make the video more entertaining to the audience.