Goodwin's theory is made up of 8 key concepts, these being:
Links Between Music and Visuals
Links Between Lyrics and Visuals
Genre Characteristics
Intertextual References
Notions Of Looking
Voyeurism
Demands Of the Record Label
Performance Based, Narrative Based and Concept Based Music Videos
Links Between Music and Visuals - The links between music and the visuals can be shown in a music video by for example having a slower sadder song, having longer more dramatic, darker lit shots. Then the complete opposite could be a really upbeat song, having visuals of people dancing around in the sunshine to represent how moods can be shown through songs and then presented in visuals too. This can be applied to editing too, faster editing can be used for the more upbeat song whereas less edits could be used for the sadder song.
Links Between Lyrics and Visuals - The concepts consists of when a word, place, item or even person is used as a lyric in a song and then in the visuals, the thing sung about appears in the music video, to reflect the lyrics of the song in the visuals. When the audience is watching the music video, they are able to make the connection from the object to the song, this can be a way to make something more memorable as well.
Genre Characteristics - This concept could be seen as stereotyping however it's used to identify different music videos to the genre of song so for example, a dance/hip hop song will typically have dance routines in it with some type of theme. Another examples would be that rap songs tend to have cars and money involved in the visuals as a way to flaunt their wealth to others, which is a big deal when it comes to rappers.
An Example:
Intertextual References - This concept is when music videos make references to other types of media, this could be books, movies or even other songs. An example of this would be Ariana Grande - "Thank U, Next" and in that music video she bases the whole music video off of four movies that meant a lot to her in her childhood/teen hood and they all have strong feminine roles that are very empowering to others. And empowerment was a great message to link all of them together as well as the song because the whole meaning behind the song is self love and how you don't need a relationship to be yourself and happy! These four are Mean Girls, Legally Blonde, Bring it On and 13 going on 30.
This is the music video for comparison:
Another example of storytelling in music videos would be:
The story behind this music video made by Hayley Kiyoko is about a third wheel who soon gains the affections and attention of a neglected girlfriend, drama occurs once the boyfriend finds out. Multiple shots that show tension make the music video feel like a short film.
Notions Of Looking - The notions of looking is a technique used to create a connection between the audience and the artist, actress or whoever is on the screen. They look directing into the camera lens and make the audience look them directly in the eye, this technique is used so the audience feels as if they are a part of whatever is happening in the music video, and not just watching from the sidelines.
Voyeurism - This concept is when the visuals are recorded to be seen sexually, this could be shots of body parts or certain clothing being worn. Camera angles work well into this as normally to capture these types of shots, the camera angles are all over the place.
Demands Of the Record Label - The Demands of the record label is pretty simple to understand, it's basically pre requested shots from the record label themselves. So this could count as certain shot styles, angles or items to be in the music video.
Performance Based, Narrative Based and Concept Based Music Videos - Performance based music video are music videos that are shown as live performances, or like a montage or clips from a tour of the artist performing. Narrative based is when a music video will follow a narrative/storyline or the artist is trying to sent a message across to the audience through the art of a music video narrative. Concept based is when the idea of the video is described/displayed through the props and surroundings such as mis en scene, and these don't have to be related to the music whatsoever.
Referencing:
Bacon, C., 2018. Advanced Media Portfolio. [Online]
Available at: https://chloebaconmediaa2.wordpress.com/2018/01/15/andrew-goodwins-music-video-theory/
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