Andrew Goodwin (1992)

Andrew Goodwin (1992)

  A media theorist who wrote a book called "Dancing in the Distraction Factory". 

  In this he suggests there are:

  - 6 Key features of a music video

  - 5 ways to analyse a music video

 1. Music videos demonstrate genre characteristics. 

•  Certain features are expected out of a video depending on the genre of the music, for example a girl bands/artists are expected to have dancers and close ups of the singers, whilst a Indie band are expected to have performance shots of the band and cut to a fast beat.  

2. There is a relationship between lyrics and visuals. The lyrics are represented with images.   

• Themes, mise-en-scene and events of the video match with lyrics of the song, to help portray the message of the song.

3. There is a relationship between the music and visuals. The tone and atmosphere of the visual reflects that of the music.

• The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to specific drum beats or tones.

  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).

• This allows the record label to promote a set image for the band/artist, which will help target audiences empathise with the band/artist.

  5. There is frequently reference to notion of looking (screens within screens,mirrors, stages, etc.) and particularly voyeuristic treatment of the female body.

·         The 'male gaze' is often used to attract a male audience. 

·         The male gaze is a focus on presenting things that appeal to men. 

·         This often means a voyeuristic view of, and an objectification, of women. This emphasis on looking also includes the artist looking directly into the camera helping the audiences connect with the artist.

  

6. There are often inter-textual reference (to films, TV, programmes, other music videos etc.)

•  Music videos reference other forms of media, most commonly film, but can also be television and other music videos.

Goodwin's 'How to analyse music videos'

 Andrew Goodwin identifies 5 key aspects of music videos that we, the audience, should look out for:

1. Thought Beats - Where you 'see' the sound.

Step 1: To look at the music itself. We must take into account the structure of the song (verses, bridge, chorus etc.)

Step 2: The voice of the song. The artists voice is extremely unique and can form identification or trademarks that work well with the star image.

Step 3: The artist's mode of address. Songs can be seen as stories and the artist the storyteller, making the music video a two communication device - them telling us a story and the audience listening.

2. Narrative and Performance.

Songs fail 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 - A negotiated view of a text.

• 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 losing interest.
• The artist acting and 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.

3. 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) has an important part to play in the music video production process.

How is the 'star' represented?

4. Relation of visuals to the song.

There are three ways in which music videos work to promote a song:

ILLUSTRATE: Music videos can use a set of images to illustrate the meaning of lyrics and genre, this is the most common.

AMPLIFY: This is 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 the song is completely ignored. e.g. a car race is shown when a love song is playing.

5. Technical Aspects.

Technical aspects hold the music video 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 the camera.
• Lighting and colour helps set the mood and emphasise key movements of the song for dramatic effect
• Mise-en-scene, the setting of music videos is vital, it needs to look authentic to attain professionalism.

Beats - music videos use cuts to go with the beat of rhythm making the video more entertaining.