Goodwin Theory

Andrew Goodwin

- Director of Music and Organist at Bangor Cathedral for 37 years

Andrew Goodwin states that there are 5 key aspects of a music video that we as the audience look out for.

• Thought beats - Seeing the sound in your head
• Narrative and perfomance 
• Star Image
• Relation of visuals to the song
• Technical aspects of the music video

Thought beats

- First step - you look into the music and interpret it looking at the chorus/verses

-Second step - 'Voice within the song' Artists are unique and can be identified from the rest and can standout.

-Third step- the story a artist is telling within their songs. This can make the artist to be also known as the story teller. The music video can be seen to aid the story that the artist is telling us through the vocals of the song 

Narrative and performance 

 - Goodwin says that we tend to make up our own idea of the messages being sent in a song from a basic understanding of what it may actually be about.

- Music videos should be of the same standard every time and the narrative and performance work together in order to keep the audience interested and not bored of a music video.

-When the artist acts as the actor/singer as well as the participant in the music video, this makes the video more authentic and original. Goodwin believed that miming is still the most popular thing done in music videos today however it is in the artists best interest to make it look as real as possible to the audience  

Star image

- Star image is a vital aspect of music videos

- Artists want to obviously look unique in order to stay current and for audiences to remember them. This star image develops overtime and plays a big role in the production process of music videos.

Relation of Visuals to the song

-There are three ways in videos that are used to promote a song:

1. Illustrate: Music videos set certain images to illustrate the meaning of their songs lyrics and the genre.
2. Amplify: This is where the meaning of the song is completely ignored.
3. Disjuncture: Repeatability -meanings and effects are manipulated and constantly reinforced and shown through video and drummed into our vision.

Technical aspects of the music video

-Technical aspects hold the music together (cinematography, 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 - 'Helps set the mood' and adds emphasis on key/dramatic moments.

Mise-en-scene - The setting is vital, It m=needs to look realistic in order to look professional therefore appealing to a winder target audience.

Beats - the cuts and beats go with the rhythm in order to make the video more entertaining.