Task 2 - Andrew Goodwin's theory

Andrew Goodwin created six conventions for the making of different music videos, some of the form and styles Goodwin has come up with is to  help promote, and sell the music videos. His theory consists of different genres, the lyrics and vocals in the music video, the connections between the song and the video, the video should consist of various close ups of the artist, intertextual reference, voyeurism and Notion of looking. All the forms and styles listed above is what Goodwin thinks should be expected or current in music videos todays. Having different genres in the music industry has also meant having various ways in promoting themselves in the form of there style in music, this has also been a way in which the artist can promote themselves with the style of music they work with, an example of a song is 'Roar' by Katy Perry which is a pop song, in this music video there are a range of close ups and shots of the artist throughout the music video.

Here is a small screenshot of how the music video starts, throughout the song you see a range of close ups and medium close ups when she is performing her song in the video, this is promoting Katy Perry as a music artist as she is performing her own song in a video. By having artists promote themselves in a music video it is also a way in which they are gaining a variety of viewers with different age ranges. With this you also have the record labels of the artist demanding close ups in the music video as promoting the artist and the song also benefits them. As for some genres there are different ways in which the artist is promoted and presented differently, for example the genre hip hop promotes there artists by using cars, women, fancy clothes etc. an example of a song is 'Look at me know' by Chris Brown, in the video you can see how some of the other ways you can promote an artist has been included in the music video.

Andrew Goodwin's theory is how the lyrics and vocals of a song does not always fit with the music video, which makes it disjunctive. An example of this is 'Black Widow' by Iggy Azalea. The music video is a narrative with the main artist performing with her featuring artist Rita Ora, in the music video you had both artists acting. With the lyrics of the song there is no link between the music video and the lyrics.
With some songs you also have illustrative lyrics that match the music video created for it, an example of this is 'Foundations' by 'Kate Nash', throughout the music video there are clips of where the lyrics in with the music video, for example she is eating lemons in the music video which links with her lyrics. This creates a flow between the lyrics and the music video and shows how they link with each other.
Andrew Goodwin also had another example on the visuals and lyrics and how there is a visual metaphor between them. An example of this is 'Wrecking Ball' by Miley Cyrus, the music video is a metaphor of her using the wrecking ball which shows the pain and discomfort she was caused by a previous experience. This music video portrays that idea really well as she is showing everything crumble and break around her which was what how her life was.

Another theory Andrew Goodwin talks about is the notion of looking, this is when the artist is looking into the camera, this then keeps a focus on the audience, it also creates a personal connection between the artist and the audience, by having this it makes the audience feel as if they are singing to them when watching the music video. A range of genres uses this technique, an example of this is 'Fancy' by Iggy Azalea, in this song she is looking into the camera which allows her to connect with audience and make them feel more involved. Iconography is used in some music videos, this also varies with genre types. iconography is when an artist or band repeats a certain action or lyrics in their music video, this is a form of signature and identity for the artist. An example of this is 'Mayback Music' which is what said before a song by Rick Ross.


Voyeurism is used to sell the artist through sex appeal, some artists use this technique in different ways such as having women as objects in there music videos or also in a degrading manner. An example of an artist using sex appeal is a recent song 'Wrecking Ball' by Miley Cyrus , this video shows her in very minimal clothes, nudity in some shots also portraying showing actions which are inappropriate for a music video.


Goodwin's theory also consisted of intertextuality which is shown in some music videos. intertextuality is when the story of a music video is referencing an audio or clip that already exists. An example of this is 'Independent women' by Destiny's Child, this song is a reference to the film 'Charles Angels'.


In the present day there are many new ways in which you can get music videos to look different in creative ways for example creating a clip that can be very eye catching, interesting and engaging for the audience to watch, this is done by the form and styles of visuals in a music video. A technique of this is stop motion which is used in some music videos, this is done by a wide range of images taken of different movements which is then assembled together in order to create a fast movement.