Theory

Andrew Goodwin’s Theory:

-Godwin’s theory states that there are 5 key aspects to a music video;

-Thought through beat (seeing what the lyrics mean in your head).

-Relationship between the song and Visuals. 

-Narrative and performance of the song. 

-Technical aspect of a music video. 

-Star Image (protagonist), lots of camera shots making him/her the centre of attention.

Thought Through Beat

-Take a look into the music itself as a whole.

-The structure of the song must be taken into account, such as the chorus or verse.

-Recognise the voice of the song as it is very distinct and unique.

-Goodwin also points out the artists mode of address, as songs can be seen as stories (the narrative). Therefore, the artist is the story teller and the audience are listening.

Narrative and Performance

-Goodwin thought it was important for the artist to be involved in the music promo, acting out as the protagonist. This helps connect the audience with the artist and makes the song look more realistic.

-For example, Miley Cyrus is the protagonist in her music video for 'Wrecking Ball' (previously analysed).

Technical

-The technical aspects of a music video hold the video together through the use of camera work, movement, angle, mise en scene, editing and sound effects (post production). Lighting and colour help set the mood/tone for the music video and emphasise key movement for a dramatic effect. The use of these post production aspects can also help to make the music video look more professional, possibly placing the artist in more of a respected light as they have made an effort to create a  good music promo which indicates their ambition to strive.

Star Image

-Goodwin refers to the star image as a 'vital aspect' of the music video. The star image is always presented distinctly and uniquely by the use of costume, makeup and moves. This helps to promote the artist to the public eye and also helps to create a strong reputation for the musician (defining them).