Andrew Goodwin's Theory

ANDREW GOODWIN’S THEORY ON MUSIC VIDEOS

Andrew Goodwin feels that pop videos have a different narrative approach than those that are used in novels and films. The main reasons why the narrative structures differ to those seen in a film or novel are because music videos in general are built and constructed around songs, they tend to use the singer as both a narrator as well as a character within the video. The main reason why is due to the singer often looking directly into the camera in order to connect with the viewer on the other side of the screen, breaking the 4^th wall.

In comparison to films, music videos consist and rely on repetition. Repetition of base tracks, whether during choruses or specific lyrics allow the audience to become familiar with the video and in most occasions create a certain expectation to find in videos of the same genre.

Some videos are self-governed depending on the genre of the music.

Some videos provide visual pleasure that makes the viewer want to watch the video repeatedly and pass on the message to friends or family and make them watch it too, therefor promoting the music and increasing hits of the amount of the time that the video has been watched.

The relationship between what we hear and what we see in a music video can be divided into 3 areas:

1)   Illustration – Visual image supports the lyrics. This is mostly seen by the Mise En Scene used in the video. (i.e. “Fit But You Know It” – The Streets. During the verses we see stills of the boys on holidays with matching actions to what the lyrics are saying.)

2)   Amplification – Visual image supports the lyric but adds extra meaning and new layers to the video. (i.e. “Back To Black” – Amy Winehouse. Throughout the verses and chorus mise en scene of a funeral gathering adds extra incentive to the initial message that the lyrics are trying to convey.)

3)   Disjuncture – Visual image is unrelated to the lyrics, or contradicts them. (i.e. “What’s a Girl Got To Do” – Bat For Lashes. Whilst she rides a bike she says “we walked arm in arm”.)

Music videos often have recognisable features. (i.e. Michael Jackson used to give a bit of a yelp and/or twirl in his video which would make his videos unique to him)

All videos try to appeal to their core target audience without distancing themselves from them. This means going off rail and creating a video that is completely out of context and not part of their image. This could mean that older bands will show themselves in their younger days to allow their target audience to still identify themselves with them.

Many recent videos as well as past videos are used essentially to help to promote a film. (i.e. “My Heart Will Go On” – Celine Dion used images from Titanic in the video to help create interest and promote the film)