Research into Music Videos/ Andrew Goodwin's Theory

Andrew Goodwin developed a Music Video Theory in which he argued that in music videos there are a number of key features which can be identified which appear time and time again:

Firstly, Goodwin said a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics can be seen. In other words, Goodwin meant by an amplification of the visuals to lyrics makes the events look over-dramatic and over the top. A contradiction of the visuals to lyrics means there is no relation between the events occurring and the lyrics of the song and there is no obvious likeness at all. Finally, an illustration of the lyrics is when the lyrics are illustrated with visuals. Overall, when planning our music video we will have to decide whether we want our music video to relate to the lyrics, to be a contradiction and therefore totally random or possibly an amplification so our music video is dramatic.

Goodwin also said that in a music video there is a Genre-related style and iconography present.
- Multiple close-ups of the main artist or vocalist.
- Voyeurism often plays a major part, especially in relation to females.
- Intertextual references to other media texts may be present.

Overall, it can be argued that Goodwin is saying the majority of music videos concentrate on how the main artist or band is presented and how they look, their image. This is a voyeurism where the director focuses on the artists image to appeal to a particular audience. For example, in alot of modern dance music videos the female artists are presented negatively and wear skimpy clothes to generally appeal to a particular male audience and when we plan our music video we have to really think about how we want our artist to be presented.

Overall, music videos are primarily used as a marketing device to sell and promote the artist's music in order to increase profits. The first main music video which was used as a promotional technique was "A Hard Day's Night" by the Beatles in 1964. They starred in their own first feature film directed by Richard Lester; this feature film emphasised their newfound international fame and was beneficial for them as it increased their audience on a wider level and promoted their songs such as Can't by me love. Overall, the feature film directed by Lester showed a day in the life of the Beatles and it's style was a mock documentary. It was effective for the Beatles as it meant their music could become more widespread.