Research: Goodwins Theory - Ms Begum

Goodwins Theory

Who is Goodwins ?

- Andrew Goodwin is a successful theorist who has been hugely involve in the music industry and has made up 8 main points to make a successful music video.

These 8 points includes:

1) Genre Characteristic.

2) Relationship between lyrics and visuals.

3) Relationship between music and visuals.

4) Star image motif.

5) Notion of looking.

6) Intersexual references.

7) Performance, Narrative and Concept based.

8) Technical elements.

 

 

Genre Characteristic

- When music video often reflect their genre through the use of specific characteristic which makes them conventional. For instant, a pop music video would often involve a narrative based concept plus having a common themes about love and romance etc. The artist usually play a part of telling the story through their acting skills plus the costumes for this genre would be quite contemporary as well as having the used of high key lighting symbolises hope and peace depends on the interpretation of the song. An example of this is through Usher ''Nice And Slow''.

Relationship between lyrics and visuals

- Illustrate the lyrics visually, amplifying, exaggeration of the lyrics linking to the video and lastly contradicting, being the opposite visual to the lyrics heard. Once again using pop as an example, the lyrics are visualised and interpreted through the music video delivering a message or an experience that the artist has been through aiming at a certain target audience such as teenager. This is affective because the narrative within the music video might create a connection to the audience as they might experience the same situation somewhere in their past or presence. An example of this is through Adele ''Make you feel my love''.

Relationship between music and visual

- If the music is up-beat, so are the visuals. If the music is montage, the visual usually reflects that. The music being montage means that the music have no relation or very few relation to the visions that's being shown in the music video. An example of this is through Rudimental ''Not Giving In''.







 

Star Image Motif

- This is when the music video includes many close-up shots of the artist, demanded by the record labels to make then popular. For instant, a hip-hop music video often includes a performance based concept mainly to show off the artist's wealth such as money, cars and women etc. This is effective as its clearly describing the idea of the American dream to the viewers and also to influence young people. An example of this is through 50 Cent ''In Da Club''.

Notion of looking

- This is when the music video is particularly voyeuristic treatment of the female body - woman that are seen as a sexual object. There are a huge amount of music videos that could fit into this section nowadays e.g Rihanna ''Umbrealla''.

Intertextual references

- This is when the music video links to the other films, TV programmes or other music videos etc, this is called an intertextual reference. An example of this is through Robbie Williams '' You Know Me ''.

 

Performance, Narrative or Concept-based

- Performance based means the focus is solidly on the artist/band.



 

- Narrative based means that it has a story attached related to the lyrics of the song.


 

- Concept-based is usual a single concept - obscure/surreal for the audience more than likely including special effects.


 

 

Technical Element

- All the micro-elements are the main key to create a successful music video due to the importance of each elements playing a part of making the visions within the directors and filming crew to make the music video comes to live at its best.

- Technical elements that Goodwin refers to are:

1) Through the beat - seeing the sound
2) Narrative and Performance
3) The Star Image
4) Relation of visuals to song
5) Technical aspects of music video

Conclusion

- All the information above has helped me to understand each important points of making a successful music video.