Andrew Goodwin Theory Elements
- Relationship between the music and visuals - this is done by three different ways:
Disjuncture - This occurs when the meaning of the song and the lyrics are completely ignored in the music video.
Amplify - (repeatability), this is when images and camera shots are used to be presented repetitively throughout the music video. This is then therefore drummed into the viewers vision.
Amplify - (repeatability), this is when images and camera shots are used to be presented repetitively throughout the music video. This is then therefore drummed into the viewers vision.
- Thought through beat - seeing what the lyrics mentally mean:
Firstly, the music video through this theory is analysed through the structure - understanding the chorus and the verses. Then what happens is that the voice of the artist/performer is brought through in the video so the sounding of the song is unique and representable with that artist and their other work. Then the last element will be the fact that the artist normally tries to tell a story through the narrative of his/her music video.
- Relationship between the music and visuals:
Andrew believed that music videos can also promote a song by the way it represents the lyrics in the song. For example, when this is applied the characters in the music video carry out whatever it is which is being said in the song. Furthermore, "Jump! Jump! Jump!" is sang whilst characters in the music video are actually jumping.
- Narrative and performance of song:
Goodwin thought that it was important for an artist to be involved in the music video by performing/acting out as the role of main character. This helps the song to look more realistic and also giving the audience more of a special connection and understanding of the song.
- Star image, protagonist:
The protagonists in music videos usually are portrayed as the main star by numerous camera shots making it clear that he/she is the main character. The star image is also normally very unique by being presented in very different ways to any other artist. Managers will find this very important. This helps promote a stars self public image amongst their fans and also the overall public in an obvious attempt to grow their fan base.
