Andrew Goodwin Theory...

Andrew Goodwin indentifies 5 key aspects of a music video, that the audience

should notice.

Thought beats- seeing the sound

Narrative and performance

The star Image

Relation of visual to a song

Technical aspects of a music video

Technical Aspects...

This is the elements of a music video that holds it together. These elements include: -The use of camera work (camera angles/shots) -Mise-En-Scene -Editing -Sound -Special effects

-Lighting and colour is vital to create a certain mood and atmosphere. It can also be used to emphasise certain parts of the video.-The mise-en-scene is vital, because again it can create a particular mood. It also is needed to make the video appear professional.-Beats. Music videos use cuts and various shots to go with the beat and the rhythm of the song.

Narrative and performance…

-Goodwin believes that we tend to make up our own idea of the messages being sent within a song from a basic understanding of what it may be about.

-Narrative and performance work together hand in hand in order to keep the audience interested in the video, so they don’t get bored.

-He thinks that when the artist acts as the actor and singer as well as the participant in the video, this makes the video original and authentic.

-Mime is certainly the most popular technique used in music videos, however Goodwin says that it’s in the artists best interest to make it look as real as it possibly can.

Star Image…

Star Image is something that has to be built up over time and plays a huge role in the production process of a music video.

-It is certainly a vital aspect of music videos.

-It is a way for artists to look current and unique, enabling the audience to remember them.

Relation of visual to a song…There are three ways in a music video that are used to promote a song. These include: - Illustrate - Amplify - Disjuncture

Illustrate - Certain images are used to illustrate the meaning of a genre and a song in a music video.

Amplify - Repeatability- when meanings and effects are manipulated and constantly reinforced, so they are drummed into our minds.

Disjuncture - Where the meaning of the song is completely ignored.

Thought beats- seeing the sound …

First Step- you look into the structure of the song, for example the chorus/verse.

Second Step- This is the ‘voice within the song’. Where the artists can be unique and be identified easily.

Third Step – Goodwin also points out the artists mode of address. The songs can be seen as a story, which is told by the song writer, who becomes the ‘Story Teller’.