Andrew Goodwin Music Video Theory

Andrew Goodwin Music Video Theory

Hello!

Today in our media lesson, we learnt how to analyse videos from learning about the theorist Andrew Goodwin and the interesting, different way that he analyses videos. From learning this theorist, we also were shown 7 new elements in music videos which will aid us when we begin making the video. 

Andrew Goodwin identifies 7 key aspects of music videos that we the audience should look for which are ;

• Music videos demonstrate genre characteristics such as stage performances in metal videos, dance routines for boy/girl bands

• Thought beats - seeing the sound - First step is to look at the music itself. We must take into account the structure of the song, for example, the chorus or verses. 

The second is the voice of the song. The artists voice is unique and can form identification or trademarks that work well with the star image. Roland Barthes theory of the grain of voice can be related to this. He sees the singing voice as an expressive instrument and therefore able to make associates of its own. 

Thirdly, Goodwin also points out the artists mode of address. Songs can be seen as stories and the artists the storyteller, making the music video a two communication device, telling us a story and us listening.

• Narrative and performance - Songs aim to give us the complete narrative ;

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. Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising. Music videos should coherent repeatability. Narrative and performance work hand in hand it makes it easier for the audience to watch over and over without losing interest. 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. The audience need to believe this is real. 

• The star image - 

The star image is another vital aspect of music videos. Meta narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.

• Relation of visuals to song - there is often intertextual references to films, tv programmes, other music videos, etc - 

Relation of visual to song - music videos can use a set of images to illustrate the meaning of lyrics and genre, this is the most common. Amplify. 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 a song is completely ignored. These are three ways in which music videos promote a song.

• Technical aspects of music video - holds the music video together through use of camera work, movement, angle, mise-en-scene editing, sound and special effects. Speed, camera movement, editing, cutting and post production are all forms of use of camera. Lighting and colour help set moods and emphasise key moments of the song for dramatic effect. Mies-En-Scene, the setting of music videos is vital, because it needs to look authentic to attain professionalism. Beats, music videos use cuts to go with the beat or rhythm, making the video more entertaining. 

Analysing Music Videos with Andrew Goodwin's Theory 

Writing on the Wall - Sam Smith 

• Music videos demonstrate genres characteristics (dance routines in boy/girl band videos) 
• Thought beats - Seeing the sound in your head - 1. Look at the lyrics 2. The voice of the Song - the artists voice is unique and can form identification or trademarks that will work well with the singers image. 3. Goodwin talks about the artists mode of address, songs can be seen as stories and the artist is a storyteller.
• Narrative and Performance - Songs fail to give us the complete narrative of the song and then tend to make up our own idea of what is being told. Goodwin explains that music videos should ignore common narrative. it is important in their role of advertising. Music videos should have coherent repeatability. Narrative and performance work hand in hand it makes it easier for the audience to watch over and over without loosing interest. The artist acting as both narrator and participants helps to increase the authenticity however the lip sync and other mimed actions remains the heart of music videos. The audience need to believe this is real. 
• The star Image - The star image is another vital aspect of music videos. Meta narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.
• Relation of Visuals to song - illustrate - Music videos can use a set of images to illustrate the meaning of lyrics and genre, this is the most common. Amplify - 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 song is completely ignored. These are three ways in which music videos work to promote a song. 
• Technical aspects of music Video (Sound editing, etc) - technical aspects hold the music videos together through the use of camera work, movement, angle, mise en scene, editing, sound and special effects. Speed, camera movement, editing, cutting and post production are all forms of use of camera. Lighting and colour helps set the mood and emphasis key moments of the dong for dramatic effect. Mise en scene, the setting of music video is vital, it needs to look authentic to attain professionalism. Beats, music videos use cuts to go with he neat or rhyme making the video more entertaining.