Research: Andrew Goodwin

Andrew Goodwin Theory

Andrew Goodwin has identified number of key features in music videos. Many of these features are present in all music videos, depending on the genre of the song and the aim of the record company/artist.

Thought beats

First step is to look at the music itself, the structure of the song (Chorus/Verses). The relationship between the lyrics and the visuals, with the visuals illustrating , amplifying or contradicting the lyrics. 

Secondaly, the voice of the song. The artists voice is extremely unique and can form identification or trademarks that work well with the star image.

Goodwin also points out that songs can be seen as stories and the artist the storyteller, making the music video a two communication device, them telling us a story and us (audience) listening.

Narrative and Performance

Goodwin explains that we only get a little of the meaning of the song and then tend to make up our own ideas of what is being told. Music videos should ignore common narrative and their role of advertising should overcome. The artisit acting as both narrator and participant helps to increase the authencity however the lip sync and other mimed actions remains the heart of music videos. The audience needs to believe that is real.

Star Image

The star image is another vital aspect ofmusic videos. Meta narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.

Relations of Visuals to Song

There are three ways in which music videos work to promote a song.

Illustrate
Music videos can use a set of images to illustrate the meaning of lyrics and genre.

Amplify
Meanings and effects are manipulated and constantly shown through the video and drummed into our vision. This is similar to repeatability.

Disjunction
This is where the meaning of the song is completely ignored.

Technical Aspects

Technical aspects hold the music video together through use of camera work, movement, angle, mise-en-scene, editing, sound and special effects. Speed, camera mvement, editing, cutting and post production are all forms of use of camera.Lighting and colour helps to set moods and emphasise key moments of the song for dramatic effect. Mise-en-scene, the setting of the music videos is vital, it needs to look authentic to attain professionalism. Beats, music videos use cuts to go with the beat or rhythm making the video more entertaining.

     

What is Andew Goodwin doing currently?  

Andrew Goodwin is Professor of Media Studies at the University of San Francisco. He is currently working on a book about the music of Led Zeppelin, and a novel based on the Depeche Mode album Violator.