Summary of the theory of Andrew Goodwin

To be awarded level 4 for your research and planning you must show evidence of detailed research into music videos of a similar genre. Below is a summary of the theory of Andrew Goodwin.

First of all, the music videos must demonstrate genre characteristics, which means the atmosphere created by images must fit the genre. For example, music videos of country music is always setting in the farms or rural, good environment with catcher,blue sky and happy rustic atmosphere.

Secondly, the images should be linked closely with the lyrics.A music video is used to give a better explanation of the song, so that the images representing meaning of the song correctly is important.

Not only the connection between lyrics and visuals, but also there is a relationship between music and visuals.The tone and atmosphere of the visual reflects that of the music. In another words, the music and the images interact to infected audience.

Thirdly, he demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

The next one is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.

The last but not least, there are often intertextual reference (to films, tv programmes, other music videos etc).