This is a brief presentation explaining the theory behind

Goodwin’s Analysis

GOODWIN’S ANALYSIS

Each step of Goodwin’s analysis is to be applied to a music video,

In the following slides the theory will be explained.

HOW IT WORKS

Goodwin's analysis suggest that the lyrics will make reference to the visuals on screen. Majority of music videos contain visuals that illustrate the lyrics of the song where as other music videos may contain visuals that amplify or contradict these lyrics.

An example of visual illustration of lyrics can be seen in the music video: Single Ladies by Beyoncé (see below).

STEP ONE:LYRICS AND VISUALS

Similarly to lyrics and visuals Goodwin’s Analysis suggests that the visuals should be cut in time to the beat of the music, when applying the theory there should be a correlation between the shot count and Bmp. For instance a fast song should have very frequent cuts and a slow song should have less frequent cuts.

A good example of music and visual correlation is:One by Swedish House Mafia (see below).

STEP TWO:MUSIC AND VISUALS

According to Goodwin’s Analysis just like music and films

Music videos have their own genre.Theses genres include:

• Stadium Performance • Studio Performance • Location• Narrative based

STEP THREE:GENRE CHARACTERISTICS

Music videos can also be associated with a specific musical genre, for example Hip-Hop Rap type videos usually consist of the artist being surrounded by women and showing of their wealth with stacks of money and eye catching jewellery

For example: On Fire by Lloyd Banks (see below).

GENRE CHARACTERISTICS

The demands of the record label must be met by the artist, the artist must present themselves in

the way that the record label would like on and off screen. Music videos can be used by the record

label to promote and gain a higher reach. Requirements may include:

• Music video artist close ups• Artistic Branding• Celebrity endorsements/marketing• Implications on looking good.

STEP FOUR:ARTIST REPRESENTATION

Here are some examples of: A: artistic branding, B: artist close ups, C: artistic portrayal and D: implications on looking good.

These Screenshots have been taken for the Music video: Princess of China by Coldplay ft Rihanna.

ARTIST REPRESENTATION

A B C D

Have you ever watched a music video and thought, this seems familiar? An intertextual reference is when the music video is influenced by another type of media, majority of the time its films but it can also be TV shows or even other music videos.

A good example of Intertextuality can be seen in:Liquorice by Azealia Banks (see below).

STEP FIVE:INTERTEXTUALITY

Goodwin’s Analysis firstly suggest that voyeurism occurs when the audience can see into the artists

lifestyle without it being apparent to the artist, the concept also suggest that the audience see

things they would not normally see.The treatment of females in music videos strongly link to the chrematistics of voyeurism, of which

are the following:• Nudity or Overexposure• Exhibitionism• Intimate location – e.g. Bedroom• A screen within a screen – e.g. Mirrors,

Cameras, Door/Window frame.

STEP SIX:VOYEURISM

Here are some examples of Voyeurism:

A: A Screen within a screen, B: Overexposure, C: Intimate Location, D: Exhibitionism

Screenshot taken from: If you had my love by Jennifer Lopez

VOYEURISM

A B C D

An artist who becomes increasingly popular in the public eye becomes an icon, an artist can develop their own iconography through branding or style

if not for their music for their appearance, for example:

• Madonna• The Spice Girls• Michael Jackson

STEP SEVEN:ICONOGRAPHY

BY KAYA SPENCER

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