Andrew Goodwins's Theroy

Andrew Goodwin’s Theory

His theory identifies a number of key points that would typically be shown in music videos, these features are:

-The beat that the music video would consist of, would be taken into account when producing the video. This creates a clear association between the music and the visuals.

-The music video would enhance, amplify and challenge the lyrics. This would be done to create a relationship between the visuals and lyrics, so both would represent each other.

-The artist within the music video would be idolised by their audience. This is achieved by the artist’s style, attitude and musical talent.

-The majority of the shown visuals would have consistent shots of the artist. One key technique typically used within a music video, would be a performance shot. This would be used to inform the audience of the artist’s status; and form an artificial relationship between audience and the performer.

- Intertextual references to other media texts may be present.

Andrew Goodwin strongly believes that music video are mainly constructed on the relationships between the visuals and the songs plus the artist. These links are built between these in the music videos, and that close-ups in these video create a image/style for particular artists. Intertextuality is often used in some humorous music videos.

The majority of these features are presented in all music videos in modern date, this is depending on the genre of the song and what the recorded label want for the band and the company.