Andrew Goodwin Theory
“Music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning."
- Andrew Goodwin
Conventions
Goodwin explains his theory within 6 different conventions within music videos.
Key Points;
1 - Relationship between the lyrics and the visuals.
- Themes, mise-en-scene and events of the video match with lyrics of the song, to help to portray the message of the song.
2 - Relationship between the music and the visuals.
- 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.
3 - Music videos have 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 a Indi band are expected to have performance shots ofthe band and cut to a fast beat.
4 - Often due to the demands of the record label, artists videos will include many close ups of the artist and will often develop motifs that recur across multiple videos
- This allows the record label to promote a set image for the band, which will help target audiences empathise with the band.
5 - Emphasis on 'looking'
- 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.
6 - Intertexual references.
- Music videos reference other forms of media, most commonly film, but can alos be television and other music videos.
In Detail:
1 ) This convention explains how Goodwin noticed a music video's visuals either had a complete similarity or direct contrast to the llyrics of the song. For example, in Jessie J's ''Price tag' the lyrics of the song say "... it's not about the money" however in the video, the artist is stood in front of a tree with money and the jewels and designer clothing she is wearing is suggestive that money is no for her. this shows how the visuals contradict the lyrics in this particular song.
2) Thought beats: seeing the sounds (relationship between music and the visuals).
Goodwin identified that the visuals within a music video may be edited in time to the lyrics/change of pace of the song. He also stated that these visuals are commonly repeated within a chorus to emphasise the repetition in lyrics and beats.
an example:
3) Genre-related style and iconography present.
Goodwin recognized that most artists have a trend of repeating certain actions within their music videos in order to establish this as their 'trademark' action therefore making their songs recognizable due to it recurring often. This represents the style of the music the artist is representing and is a marketing strategy in order to be remembered in later years. Genre is also shown by location, for example,songs within the rock genre are often filmed near a stage to convey a gig. Evidence of this is seen in 'Kiss - Made for loving you'.
4) Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognizable brand image.
Goodwin identified that it is a common feature for record labels to use close ups of the artist/vocalist in order to promote the sales in the single. This convention is used in order to show the artist throughout the video but is most common with female artist as provocative angles are often used to sexualise the artist following Laura Mulvey's Male Gaze Theory causing an aspirational relationship and lust from the audience towards the artist.
Example: 'Britney Spears - My prerogative'
5) Voyeurism often plays a major part, especially in relation to females.
Goodwin recognized that many music videos included voyeuristic angles of women in order to entice a male audience's interest in the artist and also the lyrics to which these shots represent. This is used to cause a fetishistic connection for the male audience.
6) Intertextual references to other media text may be present,especially in humorous videos.
Goodwin recognised that it was not uncommon to recognize either the visuals or lyrics of a song to be a direct reference to another media text. This is used to engage audiences and provide them gratification if they recognise the link.
An example of a media text being recognized within a music video is seen in Michael Jackson's Beat It which is clearly influenced by West Side Story.