Andrew Goodwin Music Video Theory

'Music videos ignore common narrative as they are essential advertisements. As consumers, we make up our meaning of a song in our minds: a music video can anchor meaning and gives the record company/ artist a method of anchoring meaning' 

Goodwin explains his theory with six different conventions within a music video. 

1. A relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics. The visuals either have a complete similarity or direct contrast to the words which are used in the song. 
For example in the video for 'Riptide' by Vance Joy the lyrics say 'if you're gonna stay', while the moving image shows a person packing and preparing to leave, a clear example of contradiction. 

2. A relationship between the music and the visuals which illustrate, amplify or contradict the music. (Seeing the sound) 

Music within a music video may be edited in time to the lyrics/ change in pace of the song. Visuals are also commonly repeated in the chorus to emphasise the repetition in lyrics and beats. 

3. Genre- related style and iconography are used. 

Music videos of the style of music tend to use similar genre conventions. For example, rock bands often shoot their videos in a gig location during a stage performance, whereas the woods would be a common setting for a folk band. 

Iconography is when the artist reuses actions or costumes in their videos. This is in order to establish their 'trademark', making their music memorable. An example of this is Amy Winehouse's beehive hairstyle which is just as recognisable as her voice. 

4. Multiple close- ups of the main artist or vocalist.

A common feature for record labels in order to promote a recognisable brand image.

5. Voyeurism

Often plays a major part, especially in relation to females. Goodwin recognised that certain angles of women are used in order to entice male audiences by sexualising the artist.

An example would be the close ups of Beyonce face and body throughout the video for 'Pretty Hurts'.

6. Intertextual references to other media texts may be present. 

Especially common in humorous videos, it is not uncommon for the lyrics or the visualise of a song to reference another song, tv show or film. This is used to engage audiences and provide them gratification if they recognise the link.

In the Scouting for Girls song; 'I wish I was James Bond', the reference is fairly explicit.