Andrew Goodwin's Theory

Theory

Goodwin states their are 5 key aspects to a music video which contains: 

1. Thought through beat  - seeing sound 
2. Relationship between song and visuals 
3. Performance and Narrative of song
4. Technical aspects of music video
5. Star image (Richard Dyer's star theory)

Thought through beat:

• First step  - analyse the structure of the music video so that you can understand the verses and the chorus. 
• Second step - (main voice) the artists voice will be unique compared to others. This will give the person an identification which can either be related to the singer or the star person.
• Third step - artist established as a story teller as their telling a story through their music. Music video can also demonstrate this by showing the audience the video through the vocals.

Relationship between song and visuals:

• Illustration - The video tells the story
• Amplification - Videos introduce new meanings which add meaning but do not contradict with the lyrics
• Disjuncture - Connection between lyrics and the video or the video contradicts the lyrics
  
  
  
  3-way visuals to promote a song - Technical codes such as camera shots/ movement, editing, mise en scene etc.

Performance and Narrative of song:

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Technical elements - Visual style

Motifs used to get the message across and to stick in the audiences mind

Cultural representation by the use of visuals

Intertextuality used for the audience to have more understanding

Music Videos Structure

Purpose
Promotes a single and usually an album, also the artist or brand
Entertains the audience
Sets 'meaning' of the song by images

Basic Structure:
Typical music video (3-4 mins) combaines live performances, narrative and visual imagery. This advertises this brand/artist and song.

Music videos contains a number of different elements:

Performance: Video includes performance of the artists (including live stage performance and them in 'real life' situations')
Close ups of the artists are usually used aswell as a motif
Artist can perform in unusual places e.g. a rooftop

Spectacle: Performers using a direct address
Males- Looking directly at the viewer and addressing particually you
Females- Object of erotic gaze and male desire which is a voyeuristic gaze (looking at someone for pleasure) Usually dressed and posed in sexual ways in music videos

Narrative: Video tells a stroy, like a mini film using a beginning, middle and end
Can promote a film with clips from the film included to tell the story
Fast paced, lots of shots and cuts used
Inter-textuality with film, tv and other videos used

Thematic: Common themes used in mucis videos, depends on the genre of music
e.g. rap contains a lot of 'street' images

Symbolic: Symbols used to build up meaning
Montage used - imagery to create meaning
Lighting to suggest mood
Fast paced- few seconds per shot, builds meaning
Picutres can support or contradict the lyrics
Digital effects
Use of jump cuts- breaks rule of continuity editing
Cutting related to rythem of music
Intercutting between performance and images or story

Initial Research Into Music Videos

Narrative Music Video:

Arctic Monkeys - When The Sun Goes Down

     

Ed Sheeran - The A Team
                                      

Performance Music Video:

Twenty One Pilots - Stressed Out

         

Zara Larsson - Lush Life
                             

Narrative and Performance Music Video:

Lionel Richie - Hello

 

Taylor Swift - Bad Blood