Music Video theory research

Andrew Goodwin

Andrew Goodwin’s Theory from guestc6d43a4a

Found at:
http://www.slideshare.net/guestc6d43a4a/andrew-goodwins-theory

“Andrew Goodwin’s 6 Features of Music Videos

1. Music videos demonstrate genre characteristics.
   (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).    [this is also known as iconography]
2. There is a relationship between lyrics and visuals. The lyrics are represented with images.
   (either illustrative, amplifying, contradicting).
3. There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.
   (either illustrative, amplifying, contradicting).
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).
5. There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.
6. There are often intertextual reference (to films, tv programmes, other music videos etc).” -Extract from ‘Dancing in the Distraction Factory’ (http://beauchampcollegemedia.com/2010/09/01/features-of-music-videos-andrew-goodwin/)        

Found at: 

http://heathenmedia.co.uk/insanity/2011/11/10/andrew-goodwins-theory/

Example of music video analysis using this theory:

Sven E Carlson

Sven E Carlsson - Kelly Sutton from Kelly2414

Found at:
http://www.slideshare.net/Kelly2414/sven-e-carlsson-kelly-sutton

Roy Shuker