Andrew Goodwin "music video theory"

Andrew Goodwin identifies 5 key aspects of music videos that we the audience should look out for.

They are:

• Thought Beats – seeing the sound
• Narrative and Performance
• The Star Image
• Relation of Visuals to Song
• Technical Aspects of Music Video

Thought Beats

Goodwin talks about the thought beats stage in three parts. The first being looking at the structure of the song itself I.e Chorus and Verses. The second step is the voice of the song, the artists voice is very unique to the song and adds to their identification or trademark. Thirdly Goodwin talks about how the artist portrays the song, Songs are often seen as stories and how the artist tells us the story adds to the communication of the music video.

Narrative and Performance

Music videos and songs often fail to tell a full story and the audience is left to make up their own idea of what is being told. Goodwin explains that although music videos are narrative they should differentiate from common narrative, this is important for their advertising. By this he means that the soul purpose of the song is not to narrate but to work hand in hand with the music video performance so that it is easier for the audience to stay interested. Lip syncing is the heart of a music video and needs to be perfect so that the audience feel it is real.

Star Image

The star image is a vital aspect to a music video. The artist is almost always seen in their music videos because this helps with their image and brand and will keep fans interested.

Relation of Visuals to song

Illustrate – Music videos can use a set of images to illustrate the meaning of lyrics and genre.

Amplify – Meanings and effects are manipulated and constantly shown through the video and drummed into our version.

Disjuncture – This is where the meaning of the song is completely ignored in the music video.

Technical Aspects

Technical aspects hold the music video together through use of camera work, movement, angle, mis-en-scence editing, sounds and special effects.

Lightning and colour help set moods and emphasise key moments of the song for dramatic effect.

The mis-en-scence is vital to a music video, it needs to look authentic to be professional.

Disjuncture – Clean Bandit/ Rather Be

Illustrate – Beyonce/ If I Were a Boy

Amplify – Gorillaz/ Feel Good Inc.