Andrew Goodwin's theory

Andrew Goodwin’s Music Video Theory

Relationship between the lyrics and the visuals

Themes, mise-en-scene and events of the video match with lyrics of the song, to help to show the message of the song.

Relationship between the music and the visuals

The cuts and edits of the video are in sync with the rhythm and beat of the song matching cuts or effects to precise drum beats or notes.


Music videos have genre characteristics

There are definite features that are expected from a music video depending on the genre of the music, for example a girl band/artists are expected to have dancers and close ups of the singers, whilst an Indie band are expected to have performance shots of the band and cut to a fast beat.

Usually due to the demands of the record label, artists videos will consist of many close ups of the artist and will regularly develop themes that reappear across multiple videos.

This allows the record label to promote a set image for the band, which will help target audiences identify with with the band.


Emphasis on 'looking'

The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This usually means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.


Intertextual references

Music videos reference other forms of media, most commonly film, but can also be television and other music videos. 

Andrew Goodwin identifies other key aspects of music videos that we, the audience, should look out for:

- Thought beats – Where you ‘see’ in the sound
- Narrative and Performance
- The Star Image
- Technical aspects of a music video

‘Thought Beats – ‘Seeing’ the sound

This means looking at the music itself. This is because the artist’s voice itself is extremely unique and can form identification or trademarks that work well with the star image. Goodwin points out the artist’s type of address as songs can be seen as stories and the artist the storyteller.

Narrative & Performance

Goodwin explains that music videos should ignore common narrative. It is important in their role of advertising. This is because narrative and performance work hand in hand as its makes it easier for the audience to watch over and over without losing interest. The artist acting as both narrator & participant helps to increase the realism however the lip sync and other mimed actions remains the heart of music videos. Therefore, the audience need to believe this is real.

‘Star Image’

The star image is another important part of music videos. This is because the central image of the video should be the main character because the artist is what sells. Therefore, any fan bases are more likely to want to see the artist as opposed to actors therefore the video will be more appealing to them.

Technical Aspects

Technical aspects hold the music video together through use of camera work, movement, angle, mise-en-scene, editing, sound and special effects. Speed, camera movement, editing, cutting and post production are all forms of use of camera. Lighting and colour help set moods and emphasise key movements of the song for dramatic effect. Mise-en-scene, the setting of music videos is vital, it needs to look authentic to attain professionalism. Beats, music videos use cuts to go with the beat or rhythm making the video more entertaining.