Goodwin’s Theory

Based on 8 main principals:

Links between lyrics and visuals

Links between music and visuals

Genre characteristics

Intertexual reference

Notions of looking

Demands of the record label

Performance based, narrative based or concept based music videos

Voyeurism (direct gaze, other people looking at the artist, insight into artists life, screens and mirrors)

Links between lyrics and visuals:

Goodwin suggests that the lyrics of a music video will make a reference (or more than one reference), somehow, to the visuals on the screen, emphasize what is heard in the lyrics often evoking the emotions within the song lyrics or the message within the video.

Links between music and visuals:

Goodwin stated that the music will link with the visuals, although it depends on the genre of the music. It also often links with the beats and the tempos of the songs.

Genre characteristics:

The genre characteristics often become different depending on the genre of the music video. For example, in ‘Pop’ music videos there would be a lot of close-up shots of the artist, setting and the character type would be suitable for the target audience. Other genres might include different special effects, shot types or narrative to directly link to the genres stereotype.

Intertexual reference:

Goodwin stated that the intertexual reference is when the music video is inspired by cultural references/influences. Influences may come from anything such as religion to movies, politics or even reference to other music videos.

Voyeurism:

This is the idea that the audience is looking into the life of the artist/band’s lifestyle and what they are doing, without the artists knowledge. For example, it may feature events such as house parties, where everyone is doing their own thing and there is minimal interaction with the camera.

Demands of the record label:

This generally has no set rules as the record label could demand anything from the creation of the music video. The biggest demand is usually for the artist or band to actually feature in the music video. They also often demand for cameo appearances from other celebrities or musicians to help ‘plug’ the music video. This applies to all genres because an appearance from the artist/band will sell more singles and albums etc.

The style of music video will depend on the genre of the song and the lyrics. Performance based shows the musicians singing and/or playing their instruments. Narrative based involves a plot which tells a story to match the lyrics of the song. Conceptual videos are likely to involve special effects or animation and will not really link directly.