- The document discusses Andrew Goodwin's theory of music videos and how it can be applied when creating a successful music video. - Key aspects of Goodwin's theory include establishing the star image through camera shots, having a clear relationship between the visuals and lyrics of the song, technical elements like camera work and lighting, and relating the beats of the song to its meaning. - The author plans to apply Goodwin's theory by focusing camera shots on the protagonist to identify them as the star, depicting the song's lyrics about youth struggles through the visuals, and having the protagonist sing to the camera to involve the audience.

1. Andrew Goodwin’s
Theory
By Jumana Ismail

2. Andrew Goodwin’s Theory
Andrew Goodwin’s theory has a big impact on music video’s and therefore I will be
using his theory in order to produce a successful music video. There are a couple of
key aspects that the audience should always look out for when watching a music
video. These include:
- The star image (e.g. Camera shots that identify the protagonist)
- Relationship between the visuals and the song
- Technical aspects of music video
- Thought through the beats ( Being able to see what the lyrics mean in your head)

3. The Star image
The star image is an important aspect of music video’s as it allows the audience to
realize who the protagonist is and therefore enable them to pay more attention to
them.
In addition, the use of the same and continuous camera shots on the protagonist
allows the audience to be able to identify who the main character is. This is evident in
many music video’s.
For example, in the music video, Ed Sheeran- Thinking out loud, it is clear to the
audience that Ed Sheeran is the protagonist due to the fact that he is constantly visible
throughout the whole music video. Although their was a continuous wide shot on Ed
Sheeran and the woman in the music video, it embassies on the lyrics as the camera
shots portray that the woman is his other half.

4. Relationship between the lyrics and
visuals
Andrew Goodwin’s theory identity's the fact there is a clear and evident
relationship between the lyrics of the song and the visuals that appear in the
music video. This allows the audience to get a clearer understanding of what the
artist really means and what they are trying to imply to the audience.
- Illustrate: Most music videos can use the images of the screen to depict the actual
and symbolic meaning of the lyrics and also may highlight the genre of the video.
- Amplify: This is one feature of Goodwin’s theory that portrays the fact that
meanings and effects are always portrayed throughout the music video in order for
it to be drummed into our vision.
- -Disjuncture: Disjuncture is when the meaning of the song is ignored in the music
video, mainly when the lyrics of the song have nothing to do with the music video.
This is usually present in abstract music videos.

5. One example of the lyrics illustrated in the
music video is present in Ed Sheeran’s music
video called the A-Team. For example, one of
the lyrics says “Struggling to pay rent”.
Therefore the girl in the music video is lying
on a bench and sleeping because she is
homeless.
In addition, one example of a music video
that uses amplification in a music video is by
The Lumineers called ‘stubborn love’. For
example throughout the music video the
young girl is in a car and going on a long
journey . This is embedded in the audience
mind and drummed into their vision .
Moreover, one example of disjuncture
used in a music video is in Calvin Harris’
music video called ‘I'm not alone’. This is
because the storyline has no resemblance
to the lyrics within the song due to the
fact that it is based on a dance that is
typical of that artist.

6. Technical aspects of a music video
Technical aspects of a music video are extremely vital in a music video as it involves
everything that holds the music video together, through the use of camera work,
mis-en-scene, editing and sound.
As part of Goodwin's theory, the camera movements and angels have a big impact on
the music video as a whole. For example, a close-up shot on a characters face
highlights there facial expressions and therefore allows the audience to be able to
know how they feel. For example, in Mumford and son’s music video called ‘I will
wait’ the close-up shots on one of the artists allow the audience to see the shock
and the feelings that are going through his mind.

7. The lighting and the colour in the music video add in help
to set the mood of a music video and highlights the
important scenes in the music video. For example, dark
lighting would be used to emphasise the gloominess and
sadness that is present, and light lighting would portray
happiness and excitement. This is present in many music
video’s including Edward Maya and Vike Jigulina’s music
video called ‘stereo love’. The lighting in one of the scenes
is very bright and colourful to emphasise on the artist’s
vivacious mood.
On the other hand, towards the end of this music
video the lighting changes to darkness and
gloominess which highlights the fact the song has
taken a downside. The audience therefore are able to
identify with the artist and the lyrics of the song.
Additionally, mise-en-scene plays an important part of technical aspects as it sets the
music video in an authentic way to attain professionalism as well as realism. In terms of
editing, the various uses of cuts make the video more entertaining and enables the
audience to stay more interested.

8. Thought through the beats ( Being able to see what the
lyrics mean in your head)
- The structure of a song is vital as the chorus for example is something that the
listener will always remember when thinking about the song. The song itself allows
the audience to have different interpretations to the meaning behind the song.
- In addition, the sound of the artists voice also impacts the song as a whole and the
popularity of the song. If an artist has a distinct voice, it allows there song to be
more memorable as well as noticeable. As well as this, when an artist has a
distinct voice, it gives them a unique trademark that perfects there star image. An
example of this would be Amy Winehouse, who had a very distinct and husky
voice.
- In addition, the narrative of the music video impacts the music video as a whole as
it makes it seem that the artist is telling the audience a story. This makes the
audience sympathise with the artist more as they may feel that the story is real
and the artist has actually experienced what they are portraying to the audience.
An example of this is present in the music video ‘youth’ by Daughter in which the
artist’s music video is a performance, singing directly into the camera.

9. How I will use Goodwin’s theory in my
music video
I will use the aspect of the ‘star image’ in my music video by including various close-up
shots on the protagonist in my music video which will make it evident to the
audience of my music video who my protagonist is.
Additionally, the lyrics of my chosen song is all about young people and the struggle
they go through. Therefore, in our music video, we have decided to depict the
struggle a young girl goes through and how she separates her life at home to her
life outside her home. This also reflects on the struggle that many young people go
through. Furthermore, this allows my target audience to feel included and it also
makes them feel as if they are not the only one.
Another aspect of Goodwin’s theory that I would use in my music video would be
thought through the beats, as I would want to encourage the audience to feel as if
the protagonist is singing to them. I will use the performance aspect by making the
protagonist sing to the camera as if they are looking to each person in the
audience individually.