Andrew Goodwin’s theory and it’s application too music videos

Analysing

When analysing music videos, Andrew Goodwin came to the conclusion that all successful music videos contain 5 key aspects:

• Star Image • Thought beats – seeing the sound • Narrative and Performance• Relation of visuals to song • Technical aspects of music video

Star Image

• In all successful music videos, particularly in the genre of alternative hip hop, a star image is built throughout the music video as well as built with a meta narrative over a longer period of time, adding character and personality to the persona of the main musician being represented. A ‘star’ being developed, even within a group of multiple musicians, creates a greater connection between fans and the music as we find we can relate to the artist. Goodwin therefore feels all engaging music videos contain a single star being created, and with our own video we intend to do this through the use of extravagant props representing wealth and success e.g. cars, pianos, glass buildings.

Thought beats – seeing the sound

• Andrew Goodwin explores ‘thought beats’ the idea that music videos and the narrative ideas, including the beat and rhythm, are correlated through the use of incidental cuts, frequent shot taking and other filming techniques.

For our music we’ll have to explore the structure of verses, the chorus, look at the speed of the beats throughout the song and consider how we’d highlight the difference throughout our video.

Finally we’d have to look at the voice of specific artist, as all are extremely unique and establish an indivdual moods and aim to reflect that with the mode of address we present our audience.

Narrative and Performance

• Andrew Goodwin argues that music videos don’t present the entire narrative of a song, and instead we are given a gist of the meaning of the song, giving the audience the task to come up with their own ideas. The videos should coherent repeatability, letting narrative and performance be equally important in making the video interesting so the audience can watch it repeatedly. Having the actor participate as both narrator and performer lip-synching increases the authenticity

Relation of visuals to song

• Illustrate: Music videos can use images to directly illustrate the meaning of lyrics, probably the most common

• Amplify: Meanings and moods are continually repeated and ‘drummed’ into our thoughts, however lyrics are not acted out or emphasis placed upon them.

• Disjuncture: Meaning of the song is completely ignored, usually abstract.

Technical aspects

• Lighting and colour helps set the mood and adds emphasis on key/dramatic moments using filters on the lighting or through post-production.

• Mise-en-scene is vital in producing a succinct and meaningful music video. In order to look realistic, the location needs to match the mood of the song. Our music video, especially that of being rich and successful NEEDS a matching location to look professional. Mise-en-scene is most definitely the most important technical aspect to our music video being successful.

• Technical aspects hold the entire music video together, this includes camerawork, movement, angle, editing, sound and special effects.