Andrew Goodwin's Music Video Theory

The points below outline Goodwin's theory:

• There is a relationship between the music and the visuals. (Illuminating, amplifying or contradicting the music) The editing might match the pace of the music/tempo of the song.
• A particular music genre may have their own music video style and iconography. e.g. Indie music often has a live performance of the song integrated into the video. Pop music however, often has dance routines, bright coloured settings, lip syncing and close ups of the main singer.
  
• There is a demand from the record companies for lots of close ups of the main artist, which acts as a marketing oppurtunity and also makes it known that the iconography created is associated with that specific artist.
  
• The artist may develop their own star iconography, in and out of their videos, which, over time becomes part of their star image. e.g Lady Gaga


• The reference to voyeurism, particularly in the treatment of women, but also in terms of systems of looking.


• There are likely to be intertextuality references, either to other music videos or to films.

Analysis of music videos - considering the points in Goodwins theory

Florence and the Machine - 'Dog Days Are Over' (Female Indie music video)

• There was a relationship between the music and the action in the video.
  
• The music matched the tempo of the dancing.


• There were faster cuts between shots when the tempo of the song increased.


• Individuality of the artist and reference to the genre is portrayed with strange make up, clothes, choice of dancing and the choice of people featured in the video.
  
• Florence was lip syncing the whole way through the video.


• There was a use of inter-textuality as there are similarities between this video and a music video by Kate Bush.
  
• There were many close ups of the artist which quite clearly show the audience how individual she is as an artist and that she may want to be known like this to create a 'star image' for herself.

Rihanna - 'Please Don't Stop The Music' (Female Pop music video)

• Bits of lip syncing.
  
• There was dancing that was unchoreographed, it simply connected with the title of the song 'Please Don't Stop The Music'


• Close ups of the artist used to show the audience the well known face of Rihanna which creates instant brand recognition.


• Music matched the shots e.g clapping with the rhythm of the music, which connects the all the elements of the video together.


• Voyeurism was used through the mirrors in the bathroom scene.