Goodwin’s Theory
Andrew Goodwin came up with a theory on which consists of 8
main conventions on how a music video is successful, these are;
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Firstly the thought
beats; this is where the cut rate and editing matches with how fast the
beat of the song is.
·
Secondly is the Music visuals, this is where everything on the screen matches with
the lyrics of the song to make it more relevant.
·
Thirdly is the Narrative, where the music video has some form of meaning for
instance the performance has some relevance to the lyrics.
·
Another one is Star Image, this is when the main focus of the video is usually on
the artist or band leader, and this is used to increase sales.
·
Similar to star image there is Artist Close Ups, this is when the
camera will be up close to the artist to focus on the lip syncing usually used
to help the viewer remember the lyrics as the star image is saying them.
·
Another convention is Voyeurism, this is when the star image will constantly look into
the camera to make the viewer feel more involved and feel as if they are there.
·
Intertextuality
is also used in music videos however not all the time, this is when
different formats of media are used within the music video such as; in the Red
Hot Chilli Peppers music video for Californication the band are inside a video
game.
·
Finally Genre
Characteristics is when the mise-en-scene of the video is used to clearly
indicate what genre the music is, for instance certain genres will follow a
specific set of conventions on what to contain.
