Andrew

Goodwins
Music Video
Theory
By Sophie Nash

Andrew Goodwin
Music videos ignore common
narrative as they are essentially
advertisements. As consumers, we
make up our own meaning of a song in
our minds: a music video can anchor
meaning and gives the record
company / artist a method of
anchoring meaning.

1) A relationship between the lyrics and the visuals, which

illustrate, amplify or contradict the lyrics.
This convention explains how Goodwin noticed a music videos
visuals either had a complete similarity or direct contrast to
the lyrics of the song.
An example of direct contrast is in Bruno Mars The Lazy Song
as the lyrics are about wanting to stay in bed and in the music
video it shows monkeys dancing around which has no direct
link to each other and is totally random.
An example of when of when the visuals amplify the lyrics is in
Rihanna Stay as the lyrics state I want you to stay and in
the video she is seen crying which reinforces or vunerable
state.

music and the visuals, which illustrate, amplify or contradict the

music.)

Goodwin identifies that the visuals within a

music video may have been edited in time to
the lyrics / change in pace of the song. He also
stated that these visuals are commonly
repeated within a chorus to emphasise the
repetition in lyrics and beats.
An example of this is Labrinth Earthquake
where the beats of the song dominate when
the CGI moves on screen.

3) Genre-related style and

iconography present.
Goodwin recognised that most artists have a trend of repeating
certain actions within their music videos in order to establish this
as their trademark action and therefore making their songs
recognisable due to it reoccurring often. This represents the style
of the music the artist is representing and is a marketing strategy
in order to be remembered in later years. Genre is also shown by
location for example, Nelly Dilemma is set in the streets of
America as opposed to One Direction Best Song Ever in a
Hollywood studio.
Iconography is present in a lot of Amy Winehouses music videos
where she wears thick black eyeliner and a beehive hairstyle.

4) Multiple close-ups of the main artist or vocalist: the creation of the

stars image to promote a recognisable brand image.

Goodwin identified that it is a common feature for record

labels to use close ups of the artist / vocalist in order to
promote the sales in the single. This convention is used in
order to show the artist throughout the video but is most
common with female artists as provocative angles are
often used to sexualise the artist following Laura Mulveys
Male Gaze Theory causing a fetishation from the audience
towards the artist.
An example of this is in Rihanna Rude Boy where
multiple close ups of her lips and body are used to portray
her in a certain light.

5) Voyeurism often plays a major part,

especially in relation to females.
Goodwin recognised that many music videos included voyeuristic
angles of women in order to entice a male audiences interest in
the artist and also the lyrics to which these shots represent. This is
used to sexualise the artist and cause a fetishtic connection for the
audience.
An example of this is in Nicole Scherzinger Right There music
video where the featuring rapper is seen to look her up and down
and shots are used to make audiences focus on specific parts of
the artists body.

6) Intertextual references to other media

text may be present, especially in
humorous videos.

Goodwin recognised that it was not uncommon to recognise either the

visuals or lyrics of a song to be a direct reference to another media text.
This is used to engage the audiences and provide them gratification if
they recognise the link.
An example of this is Madonna Material Girl where clear references
were made to the Marylin Monroe film Gentlemen Prefer Blondes by the
diamond jewelry and pink dresses. Madonna talks about a material
world in her song and a famous quote from the film is diamonds are a
girls best friend which reinforces the connotations encoded by the
producers.