Research: Goodwin theory of music videos

Andrew Goodwin is a theorist that applied his own understanding to the world of analysing music videos, he came up with 8 very simple however generic ideas about what music videos within mainstream or popular culture consist of. He is regarded as an important theorist in the music industry and is also well known amongst people involved with music.

Goodwins theory that is based on 8 main principles:

• Genre Characteristics
• Relationship between lyrics and visuals
• Relationship between music and visuals
• Star image motifs
• Notion of looking
• Intertextual references
• Performance, Narrative or Concept based
• Technical elements

Genre Characteristics

Music videos often reflect their genre through the use of specific characteristics which makes them conventional. So whatever the genre of the music video is, the specific characteristics which are conventional to the genre make us identify the genre by watching the music video. This applies to all genres.

Examples of genre's that carry the genre characteristics

Hip hop 

Fancy cars
Big houses
Portraying women in a sexual nature.

Classical

Smart dress
Emphasis on high pitch lyrics. 

Rap 

Crime
Violence
Drugs
R&B  

Love and relationships.
Fancy lifestyle
Rock
Instruments shown
Mainly performance based

Relationship between lyrics and visuals

Often in most music videos the visuals are able to relate to the lyrics of the song in some way. This can be portrayed through the illustrative concept where the lyrics explain what is happening in the scene, The amplifying concept where the visuals seen are an exaggeration to the lyrics in the video and lastly contradicting which is when the visuals are the opposite to what is being said in the lyrics.

An illustrative example is in his 'boyfriend' music video where he is seen sitting in a car with his shades and gold chain around his neck saying ''I've got money in my hands which I'd really like to blow''

The use of amplifying images could be used in order to make the images larger and more powerful which would make the visuals seem more dominant over the lyrics.

Relationship between music and visuals

Most visuals shown within a music video have a clear distinction between the music being played. The visuals being portrayed are often either illustrative of the actual music video or contradicting towards it. For example, a video with fast pace and upbeat music will reflect this in the visuals with fast editing and action. However, if its a slow accoustic song for example, the on screen visuals will often be very soft and slow to be able to relate to the music

The entertaining choreography and fighting near the end creates a thrilling feeling amongst the audience. In addition, the music used in this music video is fast paced which fits in with the fast editing used in order to grab the audiences attention and keep them engaged.

Star image motifs

Music videos nowadays often contain a star imagine motifs, this is when the music video includes as many close ups of the artist as possible. This is done in order to make them popular and identifiable. This is important as it helps promotes the artist and also for the audience to be able to establish who the artist is.

Throughout Beyonce's career, she has built up an icon image. Her music videos need to emphasise, support and reflect her active, rollercoaster, unique style, personality and music. Star image motif portrayed in all her music videos to represent her style and personality. Due to her status in her past music videos her new music videos need to live up to that standard.

Notion of looking

Goodwin's theory talks about voyeuristic or in other words sexual treatment of the females body in music video's. These are women who are seen as sexual objects in their music video, this could be because of the way they are represented in their music video or their own real life characteristics which is followed with them from the real world. In addition, women wearing revealing clothing has become very conventional and acceptable due to a list of mainstream artist such as katy perry, Rihanna revealing a lot in their videos.

In this video the female body is clearly revealing which would attract the attention of a male audience. The iconography is also used to relate back to the attraction of a male audience as there are sexual dances included.

Intertexual reference

Intertexual reference is when you're able to find a close link between a music video and a Television programme, a movie or other music videos in general. This is done as a promotional act, linking the lyrics of the song and visuals together in order to create an effect amongst the audience, or to diss and insult another artist.

This music video conveys intertextual reference to Marilyn Monroe: By all three of the artists dressed up in a white dress with a curly, blonde, short and classy win, red lips and also her beauty spot

Intertextual references can aid to promoting a video as people can relate to the music video in more than one way. A popular intertextual reference such as referring to Marilyn Monroe would attract a wider audience and interest into the music video would increase.

Performance, Narrative or Concept – based

A performance based music video is often used to present the audience in a whole different way and make them the main focus. This allows them to present their artistic talents to their target audience, this could range from singing to even a dance routine. For example, artist such as Micheal Jackson tends to throw in couple dance moves within his performances in order to show off his high level of skill to his audience and also to primarily entertain them.

In this example we can see that the focus is on the band, this can be done because the band using a variety of musical instruments and it could be more conventional for their music video to be concentrated on them.

Adele's song is a mixture of performance and narrative based. Narrative based often means that the music video has a story attached to it which is able to relate to the lyrics of the song. For example, Adele - Someone Like You, this music video talks a lot about Adele's previous relationship and her transition through the tough break-up. This music video is also performance based which allows her to become the main focus of attention and allow her audience to be able to relate to it. This concept is effective as it helps build a relationship with the artist and their audiences.

 

Conclusion:

Goodwin's theory enabled me to be knowledgeable about the 8 main generic ideas about what music videos consist of. Goodwin's theory is significant because it is most likely to be the theory that my own music video would consist of. Therefore, being familiar with his theories would give me an advantage as I would know what do include in my own music video