Goodwin's Theory

Andrew Goodwin put together a theory that consists of all the key concepts to make a music video, he was mainly interested in the visual language and imagery that is created within the music video, there are seven key features to this theory.

1. Lyrics and visuals- this means that the relationship between the lyrics must match what is seen on screen, this could be illustrated, amplified or contradicting: this is usually through narrative, performative or abstracts music videos. The music video by Taylor Swift(Blank Space) is a perfect example of how the lyrics match what is seen as she is seen acting "crazy" which is what she is talking about.
2. Music and Visuals- there is a clear link between the type of music and what is seen on the screen, this is usually highlighted through onbeat editing as the more of it, the more likely it will relate to a cheesy song it could also be very contradicting due to some songs not matching what is seen on screen, this could again be illustrated, amplified or contradicting. A song that is a good example of music and visuals is Walks like Rihanna by The Wanted.
3. Genre exists- This is making it clear to the audience what music genre it is without making it over the top obvious, its making stereotypical assumptions like rap music is all about girls and cars, that all rock music is a band playing and dark lighting or all pop music is colourful and over the top. The example for this one is California Gurls by Katy Perry, this is an abstract music video that is over the top that highlights that its a pop video.
4. Artist close-ups- This is usually a record label requirement as they are trying to sell a new artist, its usually only in videos where artists are trying to establish themselves, its used for branding, celebrity culture, artistic portrayal and can cause implications of what looking good means. Mirrors by Justin Timberlake is full of close-ups this is because he is establishing himself as an older artist and not the kid that used to be in the biggest boyband.
5. Star iconography- This is how thee artist represent themselves and if they have an iconic look, for example Madonna became very iconic in the 80's for her rock punk chic, which then changed in the 90's to this more seductive look. This is shown throught their music videos as they want people to be like them. Lady Gaga is a great example of Star Iconography as she is identifiable through her weird abstract outfits.
6. Voyeriusm- This refers to the uncomfortable viewing for the audience, Madonna and Justin Timberlake made a song together that saw them as a couple it became uncomfortable for the audience to watch this couple.
7. Intertextuality- this is making references to other media platforms, this is like Katy Perry Thinking of you video as it references the film Dear John.