Andrew Goodwin's Theory

Andrew Goodwin has theory that there are 5 key elements that viewers want to see in music videos these are the following:
1. Thought beats - seeing the sound
2. Relationships between the narrative and performance
3. The star's trademark
4.Multiple close ups
5. Technical aspects





Thought beats is the first part of his theory where the cuts in shots happen on a beat - it maybe every 4 beats or every 5 but the shot will cut on a beat or half way through a beat. An example of a music video that shows this Calvin Harris ft Disciples - How Deep is Your Love. Also this part of the theory says that an attraction to a music video is to have the shots in the music video repeated. This is because people can recognise this is the important part that everyone will probably know and find catchy which is the chorus. In our music video we will make sure we adhere to this and be sure we change the shot on beat or half way through the beat.



The second part of the theory is relationships between the narrative and the performance and this very important to have. By placing the artist who is singing in the video makes the audience understand the lyrics more when they show their emotions or their interpretations of what they make of the song. One example, is Katy Perry and her song 'Roar'. She is the main focus in the video and because of the song title she has related to that to the song by placing herself in a jungle. One of her song lyrics is 'I've got the eye of the tiger, a fighter.' The video starts with her not knowing where she is but then comes on top with the help of the other animals. Also to relate back to the whole concept of the tiger and the title 'Roar' they have repeatedly placed a tiger throughout the visual so people actual know, and they have chosen the right costume by have a tiger pattern as her clothing to match the song.
All these factors bring a visual for the audience to attach to the lyrics.

The star's trademark is something which makes them unique, makes them stand out from everyone else which is effective because it makes the audience remember them. For example, Sia where's her black and white wig which covers her face and Amy Winehouse styles her hair in a beehive way. As a group we have decided that our star's trademark will be her hair and we will decide on her hairstyle during the planning stages.

















Multiple close ups are shown during music videos that are sexualised to attract a male audience. However, some music videos have close ups of just the star's faces to show their expressions and feelings during the song. We are most likely to subvert the stereotype of our star being sexualised on camera because our song is a love song and not many love songs show them being sexualised. Although, we will adhere to close ups of her emotions in her face to reflect the song.

Technical aspects is where the audience is expecting to see the right decisions about the music videos being made. All aspects of the music video should fit and reflect the song and artist well and shouldn't be represented in the wrong way. For example, their costumes and narratives etc. should fit their genre. A rock band should not be wearing pink when their stereotype is leather and black, also most rock bands would decide to have a performance video rather than a narrative. In an indie music video their costume style should be individual and different from what everyone else is wearing, and as a group we will adhere to this in our music video.