Andrew Goodwins theory
Andrew Goodwin believed in thought beats. This is seeing the sound of the music in your head. When you listen to a song think of how it sounds. It is unique? This is a rarity nowadays. Goodwin also sees music videos as stories being told by the artist themselves with the audience being the reader making the experience altogether more personal.
Due to the fact that music videos are typically only 3-5 minutes long, we don't get the full narrative, only an ideal of the meaning. Most of the narrative is left to our imagination which can work in the producers favour as this again makes the experience more personal therefore more thrilling and inviting for the audience. Goodwin explains that this is key to ensuring success and narrative is as important and performance so must work together to create a cohesive piece. He also believes that the artist performing and being a character within the narrative helps incase the authenticity of the piece as long as the lip syncing and other mimed actions are still to believed.
Star image is also a key factor of music videos. Its how an artists gains their demanding audiences attention as well as staying on trend/ seem unique. This develops over time and becomes a vital part of any music they then create along with the videos and digi packs to match. It can be as simple as a phrase or a logo to the colouring of the entire video.
All the technical elements must come together to create a cohesive piece this includes thing like camera, mise en scene , lighting etc.
Some other points of Andrew goodwins theory we looked at in class were:
Close ups are a must
The visuals of the video should either amplify, illustrate or contradict the lyrics and music
Voyeurism is commonly used within music videos
Intertextuality is popular also
He argues that women are frequently sexualised and objectified simply for display purposes this is often created through camerawork and editing with fragmented body shots empathizing this.