Andrew Goodwin Analysis

Andrew Goodwin's Theory

After spending years analysing music videos and the music industry, Andrew Goodwin put together a set of key features which apply to all music videos. 
Of course not all of the features are featured in each video, however at least one feature is complimentary, contradicting or amplified.

These key features were illustrated in his book 'Dancing in the Distraction Factory'(1992).

Analysing Music Video

After spending years analysing music videos and the music industry, Andrew Goodwin put together a set of key features which apply to all music videos.

Of course not all of the features are featured in each video, however at least one feature is complimentary, contradicting or amplified.

These key features were illustrated in his book 'Dancing in the Distraction Factory'(1992).

Lyrics & Visuals

The first feature of a music video, Goodwin, claimed was that there is a relationship between the lyrics and the visuals on screen.
This can either be:
- Illustrating (the lyrics)
- Amplifying (boosting the lyrics, making them more apparent) 
- Contradicting (lyrics contradicting the visuals)

Music & Visuals

The first feature of a music video, Goodwin, claimed was that there is a relationship between the lyrics and the visuals on screen.
This can either be:
- Illustrating (seeing the instruments)
- Amplifying (amplify the part of the song by using visuals)
- Contradicting
- Cutting visuals in time to music

Genre Exists

The next key feature of a music video which Goodwin discovered was that music videos demonstrates genre characteristics. Not just the genre of the music but the genre of video itself.
Genre includes:
- Stadium Performance 
- Studio Performance 
- Location
- Narrative
- Conceptual/ Experimental

Artist close up

Goodwin expressed that a key feature of music videos is several close ups of the artist. This is due to the record companies requirement that the artist is strongly featured within the music video. Some artists will often develop motifs that reoccur across multiple videos.
This includes:
- Artist branding
- Celebrity culture
- Artistic portrayal 
- Implications on looking good

Star iconography

Following on from Artist Close ups, a feature linked to this is star iconography which each artist will develop in their music videos.
This could be either of the following:
- Branding
- Style
- Brand values/unique selling points 

Looking and Voyeurism

Goodwin also identified that within music videos that there is the concept of voyeurism. This basically means the audience see something that they would or should not usually see.
This could be in the form of:
- Nudity/near nudity/revealing clothes
- Exhibitionism
- An intimate location eg. bedroom 
- Frame within a fame

The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.

Intertextuality 

Goodwin noticed when studying music videos that there are often intertextual references to:
- Other music videos
- Films
- TV programmes 
This can be homage, pastiche, parody or even some kind of brand synergy between texts.

Genre Exists
- Stadium performance
- Studio performance
- Location
- Narrative
- Conceptual/experimental

How to Analyse Music Video's (Primary Research)

Goodwin identify 5 key aspects of music videos that we, the audience, should look out for:
- Thought beats- Where you 'see' in the sound
- Narrative and performance
- The star image
- Relation of visuals to song
- Technical aspects of a music video 

'Thought Beats - 'Seeing' the sound

- Step 1. To look at the music itself. We must take into account the structure of the song.

- Step 2. The voice of the song. The artists voice is extremely unique and can form identification of trademarks that work well with the star image. Roland Barthes theory of the 'Grain Voice' can be related to this. He see's the singing voice as an expressive instrument and therefore able to make associations of its own.

- Step 3. Goodwin points out the artists mode of address. Songs can be seen as stories and the artist the storyteller, making the music video a two communication device - them telling us a story and we listening.

Narrative & Performance 

Songs fail to give us the complete narrative.

We only tend to get a gist of the meaning of the song and then tend to make up our own idea of what is being told - A negotiated view of the text.

Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising.

Music videos should coherent repeatability. Narrative and performance work hand in hand it makes it easier for the audience to watch over and over without losing interest.

The artist acting as both narrator & participant helps to increase the authenticity however te lip sync and other mimed actions remains the heart of music videos. The audience need to believe this is real.

'Star Image'

- The star image is another vital aspect of music videos. Meta narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.

Technical Aspects

- Technical aspects hold the music video together through use of camera work, movement, angle, mis-en-scene, editing, sound and special effects.

- Speed, camera movement, editing, cutting and post production are all forms of use of camera. Lighting and colour help set moods and emphasise key movements of the song for dramatic effect.

- Mis-en-scene, the setting of music videos is vital, it needs to look authentic to attain professionalism.

- Beats, music videos use cuts to go with the beat or rhythm making the video more entertaining
........

Andrew Goodwin's Theory, How to analyse music videos

Andrew Goodwin identifies 5 key aspects of music videos that we the audience should look out for which:

-Thought beats - seeing the sound
-Narrative and Performance
-The Star Image
-Relation of Visuals to Song
-Technical Aspects of Music Video

Thought Beats - Seeing the sound in your head

First step is to look at the music itself. We must take into account the structure of the song for e.g. Chorus/Versus

Secondly, the voice of the song. The artists voice is extremely unique and can form identification or trademarks that work well with the star image. Roland Barthes theory of the grain of voice can be related to this. He see's the singing voice as an expressive instrument and therefore able to make associations of its own. 

Thirdly, Goodwin also points out the artists mode of address. Songs can be seen as stories and the artist the storyteller, making the music video a two communication device, them telling us a story and us listening.


Narrative & Performance
Songs fail to give us the complete narrative!
We only tend to get a gist of the meaning of the song and then tend to make up our own idea of what is being told. Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising.
Music videos should coherent repeatability.  Narrative and performance work hand in makes it easier for the audience to watch over and over without losing interest. 
The artist acting as both narrator & participant helps to increase the authenticity however the lip sync and other mimed actions remains the heart of music videos. The audience need to believe this is real.

Star Theory
The star image is another vital aspect of music videos. met narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.

Relation of Visuals to Song

Illustrate Amplify Disjuncture:
-Music videos can use a set of images to illustrate the meaning of lyrics & genre, this is the most common.
-This is where the meaning of the song is completely ignored
-This is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our vision.

There are three ways in which music videos work to promote a song


Technical Aspects
Technical aspects hold the music video together through use of camera work, movement, angle, mis-en-scene editing, sound and special effects.
Speed, camera movement, editing, cutting, and post production are all forms of use of camera.
Lighting and colour help set moods and emphasise key moments of the song for dramatic effect
Mis-en-scene, the setting of music videos is vital, it needs to look authentic to attain professionalism.

Beats, music videos use cuts to go with the beats or rhythm making the videos more entraining.



Music Video theory explained on youtube




REFERENCES
- https://www.slideshare.net/guestc6d43a4a/andrew-goodwins-theory (guestc6d43a4a 2010)
- https://www.youtube.com/watch?v=Ju861wsE98M Becca Buzz (Becca Buzz 2014)
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