Goodwin's Theory

Andrew Goodwin believes that there are 7 elements that are used within a music videos. He thinks that a majority of these should be/ are used in music videos.

1. Music videos demonstrate certain genre characteristics For example:

•  stage performance in Metal/hard rock video
• dance routines for boy/girl bands
• ‘throwing signs’ in early hip hop video (recognise Dr Dre or Ice Cube?)
• scantily clad women or ‘bling’ for gangsta rap videos

 

2.There is a relationship between lyrics and visuals

• Often illustrative but could amplify or contradict the lyrics

3.There is a relationship between music and visuals

• Often illustrative but could amplify or contradict the music

              

4.The demands of the record label will include the need for lots of close-ups of the artist 


  

5.The artist may develop motifs or iconography that recur across their work (a visual style)

(for example Beyoncé almost always has dance routines)
 

6.There is frequent reference to the notion of ‘looking’ (screens within screens, filming, cameras) and particularly voyeuristic (pleasure through looking) treatment of the female body

7.There are often intertextual references – mostly to film, television and popular culture

 An example of an intertexual music video is 'Love Story' by Taylor Swift. There is acting in this where Swift acts as Juliette and there is re-enactment of Romeo and Juliette.

By knowing this theory it will help me with my music video to ensure that I add some of these elements in my music video, to ensure that my music video includes elements that music videos in the music industry have.