Andrew Goodwin Theory

Andrew Goodwin

Andrew Goodwin states that there are 5 key words aspects to a music video:

• Seeing what the lyrics mean in your head
• Relationship between the song and visual effects
• Narrative and performance of the song
• The technical aspect of the music video
• Lots of camera shots making the protagonist centre of attention

In general, Andrew Goodwin explains that it is important if the artist is involved in the music video as it represents their brand well. It also allows the song to become more realistic creating more connection through the audience and the song. Secondly, the protagonist has to be the centre of attention as, according to Andrew, it is the 'vital aspect' of the video and therefore helps to promote the artists image towards the public. Another key aspect of music videos is the relationship between the lyrics and the visual effects. This allows the audience to pay more attention to the lyrics itself as the visuals coincide well.

In my opinion, I believe Andrew Goodwin's Theory is very useful for artists to follow when creating a music video. It has a clear and concise list of elements which helps to hold the music videos together and represent them as the high standard that they should be.

Examples

• A relationship between the lyrics and visuals
  
  
  
  
  

He stated that music videos will be edited in time with the lyrics and pace of the song. The colours and filters may also project the mood of the song and what the artist is portraying. 

• The protagonist as the centre of attention

Which helps to promote themselves as 'all good' and worth listening to.

• The demand from the label for lots of close ups

Used to create the star image and therefore promote a good and recognisable image for the band itself.This is mainly seen in female artists videos in order to sexualise them to the audience. 

• Demonstrates gender characteristics

This helps to establish the genre of the music video and creating a 'Trademark' and typical convention for the audience to notice. The locations and Mis-en-scene also help the audience identify what genre the music video is. 

Challenges

These videos challenge this theory

For example Narrative only videos challenge Andrew Goodwin's theory. This is because the artist does not promote themselves through the video as they are not in it and therefore they are not seen as the star or protagonist in it for attention.

A less well known singer called Frances also uses narrative only videos. This allows her narrative to tell a more meaningful story which features a deeper meaning. Audiences also have a chance to connect with the storyline in a more personal aspect.

Ed Sheeran uses various narrative only music videos as he is quite a reserved and shy individual and feels more comfortable if he was not in it. This therefore stops from selling himself through the videos and is only shown to his public and fans in a minimal amount of his videos.