Andrew Goodwin’s 6 Features of Music Videos

1. There is a relationship between lyrics and visuals. - Thought through beat. Seeing the sound in your head The first step is to think about the structure of the

song, understanding the chorus, verses and the bridge.

The second step is to think about the voice. The artists voice is unique and would separate themselves from other artists creating identification (star image).

The third step is the artists mode of address. Goodwin suggests that an artist is a storyteller telling a story through a song. The music video helps by showing the audience what’s happening throughout the song.

2. There is a relationship between music and visuals.- There are three possible ways in which

the visuals respond to the music. Illustrate – Music videos will use visuals

to explain the meaning of the lyrics.Amplify – The meanings of the song are

added through the visuals. This may give the lyrics an extra level of meaning.

Disjuncture – This is where the meaning of the lyrics are completely ignored in the visuals.

3. Music videos demonstrate genre characteristics. If a music video showed a stage with instruments this would

connote some type of rock band. If the music video showed flashy cars, girls around a pool this would connote a rap artist.

For example, in most rap and hip-hop music videos the mise en scene would be outside on an urban street, baggy clothes, bling ect. The artist would most likely be big headed with an ego. And the video would sexualise women (voyeuristic). In comparison to this, if it was a boy or girl pop group, the locations would be more pleasant and they would be wearing mainstream clothing with a dance routine.

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 good example of this would be Amy

Winehouse. Within her music videos there are lots of close ups of her showing her hair and style which is always similar in her videos creating her star image. Herself in her music videos make her come across as soulful as she doesn’t look particularly happy and make much contact with the camera. Her motif is still recognised today.

5. There is a frequent reference to notion of looking and voyeuristic treatment of the female body.

Goodwin recognised that in many videos there were voyeuristic angles of women to collect a bigger male audience.

In Lady Gagas music video Telephone, the girls are sexualising themselves which makes them come across as strong and powerful. In contrast to this, in one of Jay Z’s videos, men are portrayed as being powerful and the women are only there to please the men.

6. Intertextual References

Goodwin noticed that within some music videos there are references to other media types such as films, TV programmes, books, video games etc. Having a intertextual reference is good as it can draw a wider audience into your product. It can also show where they got their inspiration from.

Examples of intertextual references: Red Hot Chilli Peppers :Californication - Video GameRobbie Williams :You Know me – Alice In WonderlandMallory Knox: Beggars – Clockwork Orange