Andrew Goodwin's Theory: The Six Points

Andrew Goodwin wrote a book called 'dancing in the distraction factory'. He was interested in the visual language and imagery that was implicit and explicit within music videos.


Goodwin had identified six key point that are presented in music videos:


1) Music videos demonstrate genre characteristics (e.g. stage performance in rock video, dance routine for a pop song).This means that music videos of the same genre often show similarities. This could be through shot types, or settings. 

For example the artist Chris Brown produces RnB songs therefore in the video 'loyal' he's dressed in up to date clothing; which is typical of RnB and also many tattoos. There is also a gang of men which are all wearing similar clothing.

2) There is a relationship between lyrics and visuals. The footage/shots/ and mise en scene should reflect the lyrics of the song in some way. This is effective as the link between lyrics and visuals creates a narrative.

For example in Beyonce's 'If I were A Boy' music video she uses a narrative and a performance based video, the lyrics match up with the actions she does on screen. When the lyric 'I turn off my phone' the image shows Beyonce turing off her mobile.

3)  There is a relationship between music and visuals (either illustrative, amplifying, contradicting).
For example the editing should mirror the music or beat of the song.

In the video 'faded' fast paced editing is used to match the beat of the song. When there is a new beat added, the frame will change.

4)  The demands of the record label will include the need for lots of close ups.
 A method of using lots of close-ups of the artist themselves is used by the record label to market and advertise the artist. Moreover it gives the artist a familiar brand identity.

In 'Take a bow' by Rihanna, the director has chose a variety of close up shots of her, showing her short hair; which most people relate Rihanna to. The use of close ups establishes her target audience as many teenage girls envy Rihanna.

5)   There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body. This is drawing from the fact that in a lot of music videos, women are portrayed as sexual objects. This may or may not be relevant to every genre of music but it is the majority.

In Beyonce's 'Crazy In Love' video there is an awareness of Goodwin's point 5. The is one point where the artist is on a pedestal with lots of cameras flashing along with fragmented shots of different parts of her body. The is a shot of her looking into a camera:

6) There is often intertextual reference (to films, tv programmes, other music videos etc)
In other words, parts of other films, music videos, characters etc. may be used in a video to attract attention of people who already know and like the material being referenced.

For example in Kanye Wests 'Diamonds' music video there are lots of references to James Bond. Therefore the start id his videos features Shirley Bassies 'Diamonds are Forever' song which featured in  a James Bond film. His video shot is also in a James Bond style.