Andrew Goodwin's Theory

Goodwin’s Theory

Andrew Goodwin has established a number of key features in music videos. His principles are:

There is a relationship between the lyrics and visuals within the music video.

Goodwin says there is a constant connection between what is visually presented in the music video and lyrics sung by the artist. This suggests the visuals will illustrate, highlight or contradict what is portrayed in the lyrics.  

There is a relationship between the music and visuals. 

Andrew Goodwin believes that the relationship between the visuals in the music video amplifies the music by its editing, movement of shots, timing and the speed of cutting in-between shots.

Music videos demonstrate genre characteristics, which are complex and diverse in terms of music style 

Goodwin suggests there are characteristics within each genre of music that are highlighted through music videos. For example, country music includes lyrics and visuals about failed loves, deep loves, loneliness and usually written in the form of a letter. In country music videos, it is common to see the artist singing with their guitar. They are usually set in the countryside amongst farmyards and fields.

Record companies request close ups of the main artist so he/she is established in the video

Goodwin says it is likely for music videos to contain many close ups as it helps the audience to recognize and become familiar with the main artist and help portray their representation.

Notions of looking

Andrew Godwin claims there are numerous ways of looking in a music video whether it’s directly at the camera or through a mirror. This also helps establish the artist through their lip sinking whilst looking at the camera, almost like they are narrating or telling a story.

Intertextual references to other music videos or films  

Goodwin’s principle of intertextual reflects off of other media’s such as films, video games or television. A lot of music videos are inspired within these categories of the media.