Andrew Goodwin's Music Video Theory

"Music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning"- Andrew Goodwin

Key Points of Goodwin's Theory:
1) Relationship between the lyrics and the visuals: Themes, mise-en-scene and events of the video match with lyrics of the song, to help to portray the message of the song.

2) Relationship between the music and the visuals: The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes.

3) Music videos have genre characteristics: Certain features are expected out of a video depending on the genre of the music, for example a girl bands/artists are expected to have dancers and close ups of the singers, whilst a Indi band are expected to have performance shots ofthe band and cut to a fast beat.

4) Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos: This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.

5) Emphasis on 'looking': The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.

6) Intertexual references: Music videos reference other forms of media, most commonly film, but can also be television and other music videos.