Applying Andrew Goodwin's Video Theory

The 5 key aspects to music videos following Andrew Goodwin’s theory:

1.     Thought through beat

2.     Relationship between the song and visuals

3.     Narrative and performance of the song

4.     Technical aspect of a music video

5.     Star image

Thought through beat

Thought through the beat is seeing what the video means or represents to the listener/viewer. The first step of this process is to analyse the music structure understanding the verses, chorus and bridge. Followed by identifying the main voice of the song, if the voice of the artist is unique compared to other artists it will enable to give the person a form of identification that can be related to the star image. The final step is the story of the artist that they are trying to tell within the song. The video can assist the story of the song through visuals.

Relationship between the Music and Visuals

There are three ways visuals are used to support a song. The first is to illustrate, music videos use certain images and shots to illustrate or explain the meaning of lyrics to their song and the genre. The second way is to disjuncture, meaning the song and lyrics are completely ignored in the visuals of the music video highlighting no synergy. The final technique is to amplify, this is when images and camera shots are manipulated and shown repeatedly throughout the music video and is instilled into the viewers. Andrew Goodwin’s theory suggests that a music video can promote a song through the way it analyses the lyrics.

Narrative and Performance of the song

Goodwin’s theory also implies that it is important for an artist to be involved in the music video by performing or acting as the main character. Goodwin believes this helps to make the song look more realistic and also gives the audience a connection and understanding of the song. An example of this practice being used is ‘Katy Perry – Roar’. Not only Is she the main character but she also gives an element of performance helping the audience to engage.

Technical Aspects of a Music Video

This theory proposes that the technical aspect helps to hold the music video together through the use of mise-en-scene, special effects, sound and editing. Lighting and colour helps set the mood of the video and creates emphasis on the significant areas of the song to create an effect on the audience. Mise-en-scene helps the artist gain authentication and is vital to the production. When editing Goodwin recommends editing to the beat of the song with cuts etc. helps the song look more professional and entertaining if the visual matches the rhythm of the song.

Star Image

Goodwin refers to the star image as a vital aspect of the production of a music video. The star image makes the video more appealing to the viewers as well as bringing a unique style to the video. The star image is always unique through not only costumes but also the way the star moves and the appearance of the star. This aspect of Goodwin’s theory helps promote the artist/star and also promotes the video. The star doesn’t have to always be the artist themselves but can be an actress or public figure.