The Goodwin Theory
Andrew Goodwin came up with a well known theory about Music
Videos, as I am researching them for my own video, I thought his method was a
good way to help me to analyse them better. He made six points, which were;
Music videos demonstrate genre characteristics, e.g. a stage performance in a rock/metal video, a dance routine for boy bands and girl bands, this enables there to be a line between different genres through not only the music itself but the characteristics within it.
There is a relationship between the lyrics in the song and the visuals you see in the music video, illustrative, amplifying or contradicting, this helps the music come to life for an audience and gives them a better connection to the music, even in some cases people will only listen to music because the video is so good.
There is also a relationship between the music itself and the visuals, again, illustrative, amplifying or contradicting, this is also to make the music and video, as I said before, come to life, the visuals and the editing should be in time with the beat of the music for it to be impacting and dramatic.
The demands of the record label will include the need for lots of close ups of their artist and the artists may develop motifs which reoccur across their work, such as a visual style, for example through the likes of Michael Jackson through his clothing and his dance moves.
There is frequently reference to the notion of looking (screens within screens, telescopes etc) and particularly voyeuristic treatment of the female body, these things are done to give audience different perspective, or to interest people in the song through the use of women being provocative or them being displayed in a certain manner.
There is often intertextual reference (to films, tv programmes, other music videos, etc), this gives the audience a further connection with the song.
Music videos demonstrate genre characteristics, e.g. a stage performance in a rock/metal video, a dance routine for boy bands and girl bands, this enables there to be a line between different genres through not only the music itself but the characteristics within it.
There is a relationship between the lyrics in the song and the visuals you see in the music video, illustrative, amplifying or contradicting, this helps the music come to life for an audience and gives them a better connection to the music, even in some cases people will only listen to music because the video is so good.
There is also a relationship between the music itself and the visuals, again, illustrative, amplifying or contradicting, this is also to make the music and video, as I said before, come to life, the visuals and the editing should be in time with the beat of the music for it to be impacting and dramatic.
The demands of the record label will include the need for lots of close ups of their artist and the artists may develop motifs which reoccur across their work, such as a visual style, for example through the likes of Michael Jackson through his clothing and his dance moves.
There is frequently reference to the notion of looking (screens within screens, telescopes etc) and particularly voyeuristic treatment of the female body, these things are done to give audience different perspective, or to interest people in the song through the use of women being provocative or them being displayed in a certain manner.
There is often intertextual reference (to films, tv programmes, other music videos, etc), this gives the audience a further connection with the song.
From looking at the six points in the Goodwin Theory, it is
apparent that his theory is correct and it will help me immensely when I
deconstruct music videos so I shall try and incorporate his theory within my
work to ensure I get a better analysis, resulting in myself being understand
how to produce a successful music video.
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