Andrew Goodwins theory

Andrew Goodwin is a music theorist and he identified key features in music videos, he stated that they need:

A relationship between lyrics and visuals, he said that the visuals need to illustration, amplifying or contradict the lyrics. (For this we will have lip syncing so the lyrics match up with the visuals and this will be done for most of the video wheras for some of the video we will not need to do lip syncing)
Chris Brown - Look at me now, uses a lot of lip syncing even in the rapping parts which makes it look realistic and as if they're actually singing.




A relationship between the music and the visuals, with the visuals illustration, amplifying or contradicting the lyrics. (For this because it needs a relationship between the music and visuals we will be videoing cars in the video as this will fit in with the lyrics and therefore fit into the theory) Rick Ross- Aston Martin Music shows the lyrics through the visuals e.g. 'Drving to the music' You see them driving which I think works really well.



Genre related style and iconography present (For this we are going to make sure that our artist is wearing clothes which fit into the genre. We will also make sure that the makeup is very natural and make sure the genre comes across through the style) The style is shown through Chris Browns video - Beautiful people. The style in the video suits his genre which is the hip hop genre and pop genre and you can tell by the clothing that it is of this genre which makes it obvious to the audience.



Multiple close ups of the main artist or vocalist. Record companies want lot of close ups of the artist. This will increase the popularity and will also mean that the gaze theory is involved in it.  It also mean that you can focus on there style and there garments e.g. a close up on a watch or shoes etc. (We are going have many close ups of Skye and will be using the male gaze for it. We will also have close ups of the guitar) An example of a song with many close ups is Kanye West Gold Digger where is has many close ups and uses the male and female gaze throughout.



Voyeurism often plays a major part, especially in relation to females. (This is like the use of the male/ female gaze) We will use this within our video because it will attract attention to the viewers and make people interested in watching it. Nicole Sherzinger is a good example of someone who uses the male gaze as she has sexual dancing throughout her video which makes males want to watch the video to see her assets and dancing.

Intertextual reference to other media texts may be present.
There are links in videos to other films or Tv texts which link to other well known icons which are seen in media. It can also link in with a film where Madonna's beautiful Stranger links in with Austin Powers which means that it uses synergy marketing as it helps promote eachother. I don't think this will be used in our music video. 





He says that music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos.We will be making sure tha throughout the storyboarding of the video we will be taking this theory into account and making sure that we stick to it so we know that our music video will fit into the standard of normal music videos and this means that it will help us to make it look as proffesional as we can.