Andrew Goodwin’s Theory of Music Video’s

By Dan OpieA2 Media Student

Goodwin's Theory - 1. Music videos demonstrate genre characteristics.• Goodwin identified that to make an artists music video more

appealing to the target audience they would relate the video as much as possible to the viewer, as well as include typical characteristics and traits associated with the stereotypes of the type of audience listening. This would help the listener relate and respond well to the video and song and hopefully persuade them to buy it.

• For example a boy/girl band will usually have a music video showing their faces (not other actors) and possibly have them doing a dance routine. This is for the target audience who would typically be teenagers or tween fans that want to see their favourite bands and like dancing. This is evident in many of One Direction’s music videos including that of “What makes you beautiful” 2011.

• Goodwin suggested that the lyrics of a song will often be referenced in the music video through different visuals. This could be done in terms of: Illustrating, Amplifying, or Contradicting each other.

• A good example of this is the song #SELFIE by The Chainsmokers 2014. The lyrics of the song repetitively include the word Selfie, which is slang for a self-photograph of the photographers face. The music video continuously features a woman taking selfie’s and multiple famous personalities with their own selfie’s. This is to illustrate and amplify the meaning of the song and its lyrics.

Goodwin's Theory - 2. There is a relationship between lyrics and visuals.

• Goodwin found that there is usually a link with the lyrics of a song and the visuals it shows in the music video. This can be done in the same way as the relationship between lyrics and visuals which are Illustrating, Amplifying or Contradicting each other. However some music videos can have visuals which match the beat of the music and cut in time to the music.

• This is evident in many music videos. One of these is Iggy Azalea’s “Fancy” video, which has a minimal amount of narrative story line to it and mostly just dancing to the beat of the song.

• Another example is Beyoncé's “Single Ladies” 2008. It instead has no narrative storyline at all and just features Beyoncé and others dancing to the music.

Goodwin's Theory - 3. There is a relationship between music and visuals.

• The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style), This is to allow listeners to relate to the artist and recognise their style and work. This would hopefully create a loyal fan base that enjoy the characteristics of the artist, and allow marketing through the unique artists style.

• An example of this would be Michael Jackson, his contract between his record label required him to perform dance routines that would soon be a symbol of his work. This can be seen in many of his music videos where he performs famous dance moves such as the moon walk and uses typical props like as a single white sparkling glove or black hat. Which have become a symbol of himself.

Goodwin's Theory - 4. The Demands of the Record Label.

Another example is Freddie Mercury, the lead vocalist from the Band Queen. He hated playing the piano live as he believed he would mess up but was required to do so by the record label he was signed to.

Goodwin's Theory - 5. The notion of looking and voyeuristic treatment of the female body• Goodwin found that within many music videos there is frequently

reference to notion of looking (screens within screens, mirrors, stages, etc.) and particularly voyeuristic treatment of the female body such as nudity or an intimate gaze by a female artist or protagonist in the video. This can allow the video to appeal to most audience types as not only does it obviously attract men for their own intimate gratification but it also attracts females as they may aspire to act and look like their female counterparts in the video.

• For example a music video famous for portraying its artist in a voyeuristic form is Miley Cyrus’s “Wrecking Ball” 2013. It features Miley swinging around naked on a metal wrecking ball as well as intimate actions such as licking the sledge hammer she is holding.

Goodwin's Theory - 6. Intertextual Reference.

• Intertextuality in terms of a music video is when there are different references and uses to other famous music videos, stories, films and other forms of media are displayed in the music video. Goodwin pointed out that this was very common in videos due to many different reasons including tribute / memory to someone or something, a parody to gain success in their video by using the success of another video, or simply just because it makes and fits in well with the storyline.

• A good example of intertextuality in a music video is Aloe Blacc in his music video - The Man, 2014. Blacc uses multiple historical figures in his video to excentuate the meaning of the song which is power and breaking through suppression. Historical characters in the video include: Nelson Mandela, Barack Obama, Martin Luther King, Elton John and Mohammed Ali.

Thank you for viewing the presentation “Andrew Goodwin’s Theory of Music Video’s”

By Daniel Opie A2 Media Studies Student.

Too find more information and find the link to all of the music videos mentioned in this presentation please go to:

http://danielopie.blogspot.co.uk/