Andrew Goodwins Music Video Theory

It isnt a coincidence that Music Videos use the same

Conventions and Techniques. Andrew Goodwin

https://prezi.com/jnbm4exxqndm/copy-ofandrew-goodwins-music-video-theory/

Here are the six different conventions of Andrew

Goodwins Music Video Theory?
Make notes on each theory from the class presentation
1.A relationship between the lyrics and the visuals,
which illustrate, amplify or contradict the lyrics.
Explains how Goodwin noticed a music videos visual either a
complete similarity or a contrast. In Jessie Js Music Video
Price Tag, we are shown that there is conflicting views
between the song lyrics and the music video. We can see this
because it says its not about the money, but as an
audience, we can see that it is about the money, as she is
standing in front of a tree growing money, and she is wearing
clothing that clearly shows that money does matter.
In Adeles music video, we are able to empathise with the
song lyrics, amplifying the song lyrics, as we hear her say
for me, it isnt over. This means that, as an audience, we
are able to empathise with her, as we have all been in a
situation that feels like it will never end. As a result, this
means that we sympathise with her as a person, as well as
an artist.

2.Thought beats: seeing the sounds (the

relationship between the music and the visuals,

which illustrate, amplify or contradict the

music.)
The song Bounce by Calvin Harris is edited to the
beat of the song. This is to add effect to the image
of the song, as it is kept to the rhythm of the song.
The video also contradicts the music, as at the
beginning, it does not cut to the music,
contradicting what we, as an audience (or the
consumer) would expect from this.
3.Genre-related style and iconography present.
Goodwin has realised that many artists have
signature moves (a trademark) that they use
whenever they get a chance to shine E.G. in their
music videos. Goodwin also realised that there is
iconography in artists. One example of this is JLS,
as they like to show the abs on their chests.
Another example of iconography is Amy
Whinehouse, with her hairstyle. A third example of
iconography is in p!nks music videos, she is
always wreckless and likes to smash items on other
items, and in her songs, she likes to shout a lot.
Also, there is Michael Jackson and his Moonwalk.
4.Multiple close-ups of the main artist or
vocalist: the creation of a star image to
promote a recognizable brand image.
Most music videos use close ups of the artists
face, to show that this is the person who is
singing the song. This is because, as a consumer
listening to the song, people will most likely want
to see the artist, rather than other people, and

band shots, so this is not only to sell that artist,

but to help to improve the number of viewers.
This is also most commonly used in female
viewers, as it helps to sexualise them, and makes
people more likely to want to watch the video.
One example of this is Britney Spears My
Prerogative. Not only does it sound like
provocative, but there are shots where she is
covered in water, revealing herself to the
audience, and then in a bedroom.
5.Voyeurism often plays a major part, especially in
relation to females.
Goodwin recognised that many videos use
provocative shots of women to increase the
interests of men to the artist/ video. An
example of artists using voyeurism is in
Rihannas Whats my Name, where Rihanna
is wearing very revealing clothing, and she is
surrounded by men in the video also. The
way that the man in the shot is looking at her
from behind shows that Rihanna is being
portrayed as a sexual object, rather than a
female artists, or even a person. Another
example of this is Britney Spears Toxic,
where she is completely sexualised,
particularly in the clothing (or rather, lack of)
that she is wearing.
6. Intertextual references to other media texts may
be present, especially in humorous videos.

This is a common feature within music videos.

Goodwin realised that it was not uncommon to
recognise either the visuals or the lyrics within
one music video that would be in another
song/film/story. An example of this is in Michael
Jacksons Beat it, which in clearly influenced by
West Side Story. Another example of this is
when the song and the video are almost exactly
copied, but it is changed slightly so this creates a
Parody of the song itself.