Goodwin's Theory

Andrew Goodwin's Theories Regarding Music Videos:

Music videos demonstrate genre characteristics. The stereotypical examples being; dance routines for boy/girl groups, aspiration in Hip Hop and stage perfomance in metal/rock videos.

He claimed there was a relationship between the visuals and lyrics. The lyrics are represented with images, and are either illustrative, amplific or disjunctive. 

There is also a relationship with the music and visuals. The tone and atmosphere of the visual reflects that of the music. Again, it will be either illustrative, amplific or disjunctive. This is linked to the concept of Synaesthesia. 

                   SYNAESTHESIA- SEEING THE SOUND THROUGH VISUALS AND EDITING.
               THERE IS A VISUAL REPRESENTATION OF VERSE AND CHORUS STRUCTURES.

The demands of the record label will include the need for lots of close ups with the artist, and the artist will more than likely develop motifs which recur across their work. It is a visual style that reflects the artist's star persona. A stereotypical example of this being Nicki Minaj's image, where she wears a variety of jewellery that represents Barbie's brand, thus identifying herself as Barbie.

There is frequently reference to the notion of 'looking'. This can be portrayed through screens within screens (50 Cent's Candy Shop video), mirrors, stages and particularly, the voyeuristic treatment of the female body.

There are often intertextual references. This can be portrayed through film, television and other music videos.