Andrew Goodwin’s Theory

By Jumana Ismail

Andrew Goodwin’s theory has a big impact on music video’s and therefore I will be using his theory in order to produce a successful music video. There are a couple of key aspects that the audience should always look out for when watching a music video. These include:

- The star image (e.g. Camera shots that identify the protagonist)

- Relationship between the visuals and the song

- Technical aspects of music video

- Thought through the beats ( Being able to see what the lyrics mean in your head)

Andrew Goodwin’s Theory

The Star image The star image is an important aspect of music video’s as it allows the audience to realize who the protagonist is and therefore enable them to pay more attention to them.

In addition, the use of the same and continuous camera shots on the protagonist allows the audience to be able to identify who the main character is. This is evident in many music video’s.

For example, in the music video, Ed Sheeran- Thinking out loud, it is clear to the audience that Ed Sheeran is the protagonist due to the fact that he is constantly visible throughout the whole music video. Although their was a continuous wide shot on Ed Sheeran and the woman in the music video, it embassies on the lyrics as the camera shots portray that the woman is his other half.

Relationship between the lyrics and visuals

Andrew Goodwin’s theory identity's the fact there is a clear and evident relationship between the lyrics of the song and the visuals that appear in the music video. This allows the audience to get a clearer understanding of what the artist really means and what they are trying to imply to the audience.

- Illustrate: Most music videos can use the images of the screen to depict the actual and symbolic meaning of the lyrics and also may highlight the genre of the video.

- Amplify: This is one feature of Goodwin’s theory that portrays the fact that meanings and effects are always portrayed throughout the music video in order for it to be drummed into our vision.

- -Disjuncture: Disjuncture is when the meaning of the song is ignored in the music video, mainly when the lyrics of the song have nothing to do with the music video. This is usually present in abstract music videos.

One example of the lyrics illustrated in the music video is present in Ed Sheeran’s music video called the A-Team. For example, one of the lyrics says “Struggling to pay rent”. Therefore the girl in the music video is lying on a bench and sleeping because she is homeless.

In addition, one example of a music video that uses amplification in a music video is by The Lumineers called ‘stubborn love’. For example throughout the music video the young girl is in a car and going on a long journey . This is embedded in the audience mind and drummed into their vision .

Moreover, one example of disjunctureused in a music video is in Calvin Harris’ music video called ‘I'm not alone’. This is because the storyline has no resemblance to the lyrics within the song due to the fact that it is based on a dance that is typical of that artist.

Technical aspects of a music video

Technical aspects of a music video are extremely vital in a music video as it involves everything that holds the music video together, through the use of camera work, mis-en-scene, editing and sound.

As part of Goodwin's theory, the camera movements and angels have a big impact on the music video as a whole. For example, a close-up shot on a characters face highlights there facial expressions and therefore allows the audience to be able to know how they feel. For example, in Mumford and son’s music video called ‘I will wait’ the close-up shots on one of the artists allow the audience to see the shock and the feelings that are going through his mind.

The lighting and the colour in the music video add in help to set the mood of a music video and highlights the important scenes in the music video. For example, dark lighting would be used to emphasise the gloominess and sadness that is present, and light lighting would portray happiness and excitement. This is present in many music video’s including Edward Maya and Vike Jigulina’s music video called ‘stereo love’. The lighting in one of the scenes is very bright and colourful to emphasise on the artist’s vivacious mood.

On the other hand, towards the end of this music video the lighting changes to darkness and gloominess which highlights the fact the song has taken a downside. The audience therefore are able to identify with the artist and the lyrics of the song.

Additionally, mise-en-scene plays an important part of technical aspects as it sets the music video in an authentic way to attain professionalism as well as realism. In terms of editing, the various uses of cuts make the video more entertaining and enables the audience to stay more interested.

Thought through the beats ( Being able to see what the lyrics mean in your head)

- The structure of a song is vital as the chorus for example is something that the listener will always remember when thinking about the song. The song itself allows the audience to have different interpretations to the meaning behind the song.

- In addition, the sound of the artists voice also impacts the song as a whole and the popularity of the song. If an artist has a distinct voice, it allows there song to be more memorable as well as noticeable. As well as this, when an artist has a distinct voice, it gives them a unique trademark that perfects there star image. An example of this would be Amy Winehouse, who had a very distinct and husky voice.

- In addition, the narrative of the music video impacts the music video as a whole as it makes it seem that the artist is telling the audience a story. This makes the audience sympathise with the artist more as they may feel that the story is real and the artist has actually experienced what they are portraying to the audience. An example of this is present in the music video ‘youth’ by Daughter in which the artist’s music video is a performance, singing directly into the camera.

How I will use Goodwin’s theory in my music video

I will use the aspect of the ‘star image’ in my music video by including various close-up shots on the protagonist in my music video which will make it evident to the audience of my music video who my protagonist is.

Additionally, the lyrics of my chosen song is all about young people and the struggle they go through. Therefore, in our music video, we have decided to depict the struggle a young girl goes through and how she separates her life at home to her life outside her home. This also reflects on the struggle that many young people go through. Furthermore, this allows my target audience to feel included and it also makes them feel as if they are not the only one.

Another aspect of Goodwin’s theory that I would use in my music video would be thought through the beats, as I would want to encourage the audience to feel as if the protagonist is singing to them. I will use the performance aspect by making the protagonist sing to the camera as if they are looking to each person in the audience individually.