GOODWIN’S MUSIC VIDEO THEORY

GOODWIN’S THEORYAndrew Goodwin developed a theory which can supposedly be applied to any music video. It consists of eight main principles. • Link between lyrics and visuals• Link between music and visuals• Genre characteristics• Intertextual references• Notions of looking• Voyeurism• Demands of the record label• Performance based, narrative based or concept based

LINK BETWEEN LYRICS AND VISUALSGoodwin suggests that the lyrics of the song will make constant references to the visuals of the video, or the content of the video will be based on the lyrics of the song.Essentially, this means that whatever the singer is singing about will form the narrative of the video. There are three ways the lyrics and visuals can be linked:• Illustrate, meaning the visuals explain the meaning of the

lyrics• Disjuncture, meaning the song is completely ignored in

the video• Amplify, meaning the images of the video are manipulated

and repeated to really put across the meaning of the lyrics

LINK BETWEEN MUSIC AND VISUALSSimilar to the previous principle, this essentially means that the visuals of the video are fitting for the type of music. It also has the same three ways that they can be linked: the video can compliment the music, contradict it or amplify it.For example, for a heavy metal song one would expect it to be a dark, fast-paced video to meet the rhythm of the song. If the video were instead much slower and upbeat, this would form a contradictory relationship.

GENRE CHARACTERISTICSBy this Goodwin essentially means that all music videos will showcase the conventions and stereotypes of the genre of the song.

INTERTEXTUAL REFERENCESThis is referring to when a video will reference other pieces of media, be it film, television or other music videos.

NOTIONS OF LOOKING/VOYEURISMThis refers to when the camera portrays men or women seductively, or if the artist makes eye contact with the camera. It can also involve how characters in the video look at each other/the artist, as all of this can affect the relationship between the viewer and the video.Pop music videos very often contain the principle of voyeurism, as sex appeal is now widely used to promote artists. However this is not just limited to women being objectified, as men can be portrayed like this as well in order to appeal to different audiences.

DEMANDS OF THE RECORD LABELThis principle entails the star image of the artist, and how the record label wants the artist to become their selling point so they use music videos to establish that appeal.This is one of the reasons why voyeurism may be used, as giving the artist sex appeal is an easy way to quickly develop a strong audience. The record label will likely want artists to appear to be cool and fashionable, which is why the artist in a music video will often be very attractive, expertly made up, dressed in design clothing and having the focus placed on them. A record label may also want to give their artist the image of being unique, such as in the case of Lady Gaga who has become famous for her bizarre outfits.

PERFORMANCE BASED, NARRATIVE BASED OR CONCEPT BASEDGoodwin believes it is important common for the artist to take a lead role in the video, either performing the song itself or playing a role in part of a narrative.Because of this, all music video are likely to fall into one of three categories:• Performance based, meaning they feature the artist

performing the song• Narrative based, meaning the artist plays a part in a video

which tells a story and forms a narrative• Concept based, meaning the video is likely to be more

unique and just do its own thing