Notes on Goodwin’s theory

Notes on Goodwin’s theory

Andrew Goodwin’s theory is one of the best theories as it is clearly laid out and easy to follow when analysing a music video, his whole theory is based on seven main bullet points that you follow when analysing, they are:

• Link between lyrics and visuals
• Links between music and visuals
• Genre characteristics
• intertextuality reference
• voyeurism
• Demand of the record label
• Performance, Narrative or concept based videos.

Goodwin says that music videos are generally created by the link between the visuals, lyrics, the music itself and the artist for example Drake. Then they consider these and relationships are built between these in the video. Music videos often use close ups, this is to build a hype around the artist to make it so all the attention is on them and no one else and this also builds a publicity that most artist crave. Record labels often get the artist to make music videos that will sell which means more revenue for the company and the artist. Moreover, Voyeurism is used to increase the video’s attractiveness, whether it be male or female but in particular females as it society they are seen to always have to look good and can never be seen to not look good in public. Goodwin also says that a music video is always a performance, narrative or concept based video. The difference between them is stated below.

—Performance – shows a performance of an artist within the video, for example performing on stage
Bruno Mars – Grenade

Narrative – the video of the song tells a story in some way – will most likely link to the lyrics.

John Newman – love me again

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Concept – concept videos tend to be based around one particular idea

The Game – My life