Andrew Goodwin (1992)

Andrew Goodwin (1992)

- A media theorist who wrote a book called Dancing in the Distraction Factory.
- In this he suggests there are:

• 6 key features of a music video.
• 5 ways to analyse a music video.

Goodwin's 6 Features of Music videos:

1. 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 Indi band are expected to have performance shots of the band and cut to a fast beat.

2. 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 to portray the message of the song.

3. 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.

4. 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.

5. There is frequently reference to notion of looking (screens within screens, mirror, 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 audience.

6. There are often intertextual 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.

Goodwin's '5 ways to analyse a music video'

1. Thought beats - Where you 'see' in the sound. 

Step 1: To look at the music itself. We must take into account the structure of the song.

Step 2: The voice of the song. The artists voice is extremely unique and can form identification or trademarks that work well with the star image.

Step 3: Goodwin points out the artists mode of address. Songs can be seen as stories and the artist the storyteller, making the music video a two communication device - them telling us a story and we listening.

2. Narrative and performance

1. Songs fail to give us the complete narrative. 
2. We only tend to get a gist of the meaning of the song and then tend to make up our own idea of what is being told - An negotiated view of the text. 
3. Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising. 
4. Music videos should have coherent repeatability. Narrative and performance work hand in hand to make it easier for the audience to watch over and over without losing interest. 
5. The 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. 
6. The audience need to believe this is real. 

3. The Star Image 

1. The star image is another vital aspect of music videos.
2. Meta narrative (which is a 'big story' that describes the development of the star over time) has an important part to play in the music video production process.
3. How is the star represented? 

4. Relation of visuals to song

There are three ways in which music videos work to promote a song:

Illustrate: Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most common.

Amplify: This is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our vision.

Disjuncture: This is where the meaning of the song is completely ignored.


5. Technical aspects of a music video

1. Technical aspects hold the music video together through use of camera work, movement, angle, mise-en-scene, editing, sound and special effects. 
2. Speed, camera movement, editing, cutting and post production are all forms of use of camera.
3. Lighting and colour help set moods and emphasise key movements of the song for dramatic effect.
4. Mise-en-scene, the setting of music videos is vital, it needs to look authentic to attain proffesionalism. 
5. Beats - music videos use cuts to go with the beat or rhythm making the video more entertaining.