Andrew Goodwin’s Theory (In relation to music videos)
Godwin’s theory states that there are 5 key aspects to a music video.
Thought through beat (seeing what the lyrics mean in your head)
Relationship between the song and Visuals.
Narrative and performance of the song.
Technical aspect of a music video
Star Image (protagonist), lots of camera shots making him/her the centre of attention.
Thought through beat (seeing what they mean or represent in your head)
The first step of this process is to analyse the music structure understanding the chorus and verses. Then the second step (main voice of the song), the voice of the artist would be very unique compared to others and will give the person a form of identification that can be related to the star image or singer. The third step would be the story of an artist which he is trying to tell within his song. It can establish him as a story teller. And the music video can aid this by showing us the video through the vocals of the song.
There are three ways visuals are used to promote a song :
Illustrate. Music videos use certain images & shots to illustrate/explain the meaning of lyrics to their song and the genre.
Contradiction. In this situation , the meaning of the song is completely ignored in the music video.
Amplify. This is when the images and camera shots are manipulated and shown repeatedly through out the music video and is drummed into our vision. Relation between the music and visuals
Relation between the music and visuals
Goodwin believed that a music video can promote a song by though the way it analysis the lyrics. This is shown in many music videos when a character does exactly what the song says. Example is when the song lyrics are jump! Jump! Jump! And on the music video there are characters/actors actually jumping.
Narrative and performance of the song
Andrew Goodwin believed that it was important for an artist to be involved in the music video by performing or acting out a role as the main character or singer. It helps to make the song look more realistic and also giving the audience a special connecting and good understanding of the song. A good example of this is the song ROAR by Katy Perry She is the main actor in the song an also the singer and it helps the video by making the song and video look more realistic and this also help to engage the audience.
Star Image (protagonist)
lots of camera shots making him/her the centre of attention. Goodwin referred to the star image a as a very vital aspect of a music video, they making the music video look more appealing to the audiences and bring a unique style to the video in the way he is portrayed. The start image is always very unique in the way he presents himself, the costume, moves and appearance. This help to promote the artist/star’s image in public and also helps to promote the video and helps to build a public reputation.
Technical aspect of a music video
Andrew says that the technical aspect helps to hold the music video together through the use of Mise-en-Scene, Special effects sound and editing . Lightening and colour helps to set the mood for the music video and create emphasis on significant parts of the song to create a dramatic effect and thrill the audience. Mise-en-Scene is also very vital to the production of the music video, it can help the artist gain authentication and also make his work appear more professional. The beats of the song are also very useful as they can help to create effective cuts that go with the rhythm of the song to make the music video look more entertaining.
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