Andrew Goodwin (1992)

Andrew Goodwin (1992)

Goodwin- Media theorist wrote a book called 'Dancing in the Distraction Factory'.

In his book he suggests there are: -
6 Key features of a music video
5 Ways to analyse a music video.
Music videos demonstrate genre characteristics:
Certain features are expected out of a video depending on the genre of the music, for example a girl bands/ artists are expected to have dancers and close ups of the singers, whilst an Indie band are expected to have performance shots of the band and cut to a fast beat.

There is a relationship between lyrics and visuals:
 The lyrics are represented with images:
 Themes, mise-en-scene and events of the video match with lyrics of the song, to help portray the message of the song.

There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music:
The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or notes.

The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style):
This allows the record label to promote a set image for the band/ artist, which will help target audiences empathise with the band/ artist.

There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body:
The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.

There are often inter-textual reference (to films, TV programmes, other music videos etc):
music videos reference other forms of media, most commonly film, but can also be television and other music videos.

Andrew Goodwin identifies 5 key aspects of music videos that we, the audience, should look out for;
-Thought beats- Where you 'see' in the sound
Step 1- Structure of the song
Step 2- Voice of the song
Step 3- Artists mode of address.
-Narrative and Performance
-Songs fail to give us the complete narrative
-Only get a gist of the meaning of the song and tend to make up our own idea of what is being told
-Music videos should ignore common narrative. Important in their role of advertising.
-Music videos should have coherent repeatability.
-Artist acting as both narrator and participant helps to increase the authenticity however the lip sync and other mimed actions remains the heart of music videos.
The audience need to believe this is real.
-The star image
Vital aspect of music videos
Big story that describes the development of the star over time
How is the star represented.
-Relation of visuals to song
Illustrate- Music videos can use a set of images to illustrate the meaning of lyrics and genre, this is the most common.
Amplify- Similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our vision.
Disjuncture- Where meaning of the song is completely ignored.
-Technical aspects of am music video
Technical aspects hold the music video together through use of camera work, movement, angle, mise-en-scene, editing, sound and special effects.
Speed, camera movement, editing cutting and post production are all forms of use of camera.
Lighting and colour help set moods and emphasise key movements of the song for dramatic effect.
Mise-en-scene, the setting of 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.