Research into Goodwins theory

Goodwin’s music video analysis

Andrew Goodwin writing in ‘Dancing in the distraction factory’ (Routledge 1992) states that: 

• Music Videos demonstrate genre characteristics: 

In a girl bands music video for example the audience would expect to see a dance routine of some kind. An example of this is ‘The Promise’ by Girls Aloud where all of the girls are dancing in sync with each other. 

• There is a relationship between lyrics and visuals: 

The lyrics of the song are supported with the visuals of the music video to demonstrate the narrative or concept as well as trying to convey any literal or hidden meanings within the song. It can also however be used to completely contradict the lyrics to represent an alternative artist. An example of this is in ‘Heart Attack’ by Trey Songz where the lyrics tells the story of a broken relationship and references it to being like a heart attack and this is paired with images of the artist in hospital. 

• There is a relationship between music and visuals: 

This link between the music and song is created using tempo and transitions. For example ‘Brokenhearted’ by Lawson employs an upbeat tempo using drums and guitars etc (convention of the indie/rock genre) that emphasises the pop conventions present within the song. The editing is quick and clean and the tempo matches the speed of the song as well as the positive message of moving on from an ex present within the video. 

• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work: 

Using this technique allows the audience to empathise with the artist and make the viewers believe that they are singing directly to them. It helps the audience to relate to the song and feel more engaged and therefore enabling them to build a relationship with the artist. An example of this is in Chris Browns video for ‘Don’t Judge Me’ where he is singing directly to the camera in sections of the video. 

• There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body: 

The 'male gaze' is often used to attract a male audience by focusing on things that would appeal to the male audience and is often achieved by objectifying women. An example of this is in ‘No New Friends’ by DJ Khaled, Drake, Rick Ross and Lil Wayne. The camera focuses on the female body in little clothing and is objectifies the females, especially as the face is completely cut out of the low angle shot shown below. 

• There is often intertextual reference: 

Most music videos reference other forms of media, such as television, radio and magazines etc. It can help the audience take further levels of meaning away from the video. Lady Gage in the video of ‘Paparazzi’ is shown to be reading a newspaper and is therefore a technique of intertextuality. 

• Whether the video is primarily performance based, narrative based or concept based: 

Narrative based video: Uses moving image to tell a story throughout the video. It usually involves actors and is sometimes linked to the lyrical content of the song.

Performance based videos: Performance based videos often show the artist performing the song. This is often in a studio or live performance. 

A performance based will allow the audience to imagine that they themselves are watching the artist at the concert and therefore sells the experience to the audience. It also advertises the artist concert and makes the audience want to purchase a ticket. 

An example of a performance-based video is ‘Ego’ by Beyoncé where the entire video shows Beyoncé and two backing dancers performing a dance routine. 

Concept based music videos: These types of videos usually follow a random concept and have no storyline. A concept video tends to be fairly unusual or utilise a particular editing or filming technique. 

Example & what is the purpose & how does it appeal to the target audience