Andrew Goodwin's Music Video Theory

Andrew Goodwin's Theory of Music Videos

The essence of Andrew Goodwin's music video theory is that every genre of music generally produces a somewhat stereotypical music video reflective of that genre. Goodwin also insists there are 5 key aspects that go into producing a music video:

Genre Characteristics in Music Videos:  For example, a live performance of a song acting as a music video is often linked to heavy rock or metal or a slower contemporary artist. A pop song often involves bright colours and dance routines and rap exploits the rapper's wealth and desirability by involving groups of women in little to no clothes and expensive locations/vehicles/jewellery. Female artists typically use more close ups and back up dancers, the after effects used to make female artists appear more soft and feminine, whereas the saturation and contrast are altered in the edit for male artists to make them appear more rugged and masculine.

Pitbull-"Live it up" video
(Rap)

Adele-"Someone like you" video
(Contemporary)

Cheryl Cole- "Parachute" video (feminine glow)

Justin Timberlake- "Mirrors" video (brooding contrast)

Relationship between music and visuals- By this Goodwin implies that the edit should be synchronous to the beat of the song. The cuts will be made strategically on particular beats to make the video flow more smoothly. The rhythm coincides with the cuts and effects.

Relationship between the lyrics and the visuals- This could be interpreted literally or objectively. Literally could be portraying the exact scenario written about in the song, or objectively could be taking the video and making it resemblant of anything depicted in the lyrics. This is quite often done with dance or pop tracks that don't have so many lyrics. 

• Illustrate: Using specific images and shots to literally illustrate and portray the meaning of the lyrics and the genre.
• Disjunctive: Objectively ignoring the original meaning of the song.
• Amplify: A series of shots or images that are repeated throughout in order to form more of a lasting or dramatic meaning to the audience.   

Barbra Streisand by Duck Sauce is an example of a video which does not really connect song to visuals, as the sole lyrics of the song is the name "Barbra Streisand" repeated. The video is shot in New York, where Barbara spent the majority of her life and career, and opens with a quote from an actress imitating Barbra herself speaking about the prosperity of the city. This is further reinforced by everyone featured in the video being seen to have a good time. Although this quote is used in the video, it is not used on the actual track therefore it doesn't relate "lyrics" to visuals. Ethnic minority groups are shown throughout the video, perhaps in representation of her Jewish roots making her also a minority. Despite these factors no tribute is really made to her Broadway career, filmography or personal life contrary to the fact her name is the title and sole lyrics of the track. 

 

Intertexuality- Intertexuality is vastly important in the production of a music video, whether this inspiration has come from a painting, film, location, book or even another music video. Developing already existing motifs in a music video can attract a vaster audience as well as engage an audience's attention. 

 

 

"Voyeuristic view"- Goodwin believes the idea of incorporating the "male gaze" is important to the success of attracting a male audience. This idea of "looking" and "watching" can be presented through the voyeuristic objectification of the female body and presenting other various things that stereotypically appeal to men; e.g cars, partying, technology ect. It is also presented through the notion of the artist looking directly into the camera, this connecting the performer to their audience. This same concept can also be presented through literal looking, motifs such as windows, mirrors, telescopes and screens within screens can add depth to videos.

Jason Derulo's music video "Want you to want me" has features of the "male gaze".




Star Image or Protagonist- Much like creating a connection between artist and audience, Goodwin believes a protagonist can do the same job. The protagonist can be played by an actor or the artist. If one character is followed throughout a video and is the centre of attention a bond can be made and audience members can become invested, therefore electing more of a positive response toward the video. The "Star Image" is generally presented in a unique way to everyone else in the video in order to maintain the attention, this can be through movement, costume and appearance. 

Telephone by Lady Gaga shows Gaga as the lead protagonist, her narrative being what the audience follows throughout. Gaga portrays a character in this video but still appears to sing her lyrics to the audience therefore creating the "performance of the song" between artist and audience that Goodwin enjoys. Lego House by Ed Sheeran shows Rupert Grint as the protagonist and it is his narrative we follow. Although Rupert is in no way acting as Ed he stills sings to the camera, creating a more personal feel and appealing comical effect which could lead to promotion of the video.

Unrelevant to Goodwin I also believe that tech in a music video is vastly important. I believe that the mise en scene, editing and special effects are what make a good music video, a great music video. Changing colour saturations and contrasts can thoroughly alter the tone and mood of a video, this technique can also be used to emphasize certain moments, to dramatize, to sadden, to thrill ect. The editing should also coincide with the rhythm of the track being used, cuts should be preferably made to the beat of the track in order to produce a smooth and entertaining finish.