Andrew goodwin’s theory

Andrew goodwin’s theory

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  Andrew Goodwin’s theory (formusic videos)
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  Analysis of musicvideos: • Goodwin identifies 5 key areas the audience must take note of when analysing a music video and these are: -Though beats - seeing the sound - Narrative and performance - The star image - Relation of visuals to the song - Technical aspects of the music video
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  1) Though Beats“seeing the sound in your head” Step 1: Looking at the music itself. Structures such as verse and chorus structure must be taken into account. Step 2: The voice of the song. An artists voice is extremely unique and is extremely important in the generation of ideas. Different types of voices can cause different associations in peoples head and the voice works very well with the star image in forming identifications or trademarks. Step 3: Artists mode of address. Goodwin notes that the music is a story and the artists the story tellers, making the music video a two communication device where they tell the story and we listen.
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  2) Narrative andperformance In general songs don’t give a complete narrative as the audio on its own. Many things are left to be assumed and pieced together by the audience. Goodwin suggests music videos should ignore common narrative. Music videos should coherent repeatedly. Narrative and performance work hand in hand to make the audience want to watch the video over and overt again. The artist acting as both narrator and participant helps to increase the authenticity however the lip sinking and musically timed actions remain extremely important as the audience need to believe its real.
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  3) The starimage • The development of a/the star(s) over time in a music video is another vital aspect of music videos as its: 1- what the audience come to love and part of why they like the music itself • 2- something that is interesting and causes people to want to watch the music video multiple times
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  4) Relation ofvisuals to the song Music videos can use a set of images to represent the meaning of the narrative. This is the most common technique used. Meaning and effects are manipulated and constantly shown throughout the video and drummed into our vision A technique in which the meaning of the song is completely ignored
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  5) Technical aspectsof the music video • Technical aspects hold the music video together through the use of camera work, angles, movement, mise en scene and editing. • Lighting and colour help set moods and emphasise key moments of the song • Mise en scene is vital, it needs to look authentic to retain professionalism • Cuts can be used to go with the beat or rhythm to make the music video more entertaining