RESEARCH: Summary of Andrew Goodwin

Summary of Andrew Goodwin’s theory

Andrew Goodwins main points include

1.     Pop videos are built around the song, these songs predominantly do not follow traditional narrative structures.

2.     Pop videos use the singer both as narrator and as an actor, this is because they aim of a music video is to promote the artist.

3.     The singer often looks directly at the camera; this brings the audience closer as this increases the interaction between the singer and fans.

Many pop videos rely on repetition. The music video tends to repeat clips in which the same lyrics are repeated, for example the chorus. The music video is likely to be played on TV, however you can also find it online.

Some videos are autonomous from the music they spring from. The visualisation of a song may go beyond the original meaning. (Artists usually have a vision for their own music video, artists such as the weeknd do this) Music videos can also promote other commodities such as a film.

here is an example of a music video supporting a future film:  

Illustration: this is where the video tells the story of the lyric – Ed Sheeran – A Team: is a perfect example of this
in this video the lyrics capture the life of the homeless girl perfectly, has a good narrative which has meaning and can move an audience, keeping them engaged

Kodaline – all I want; this video has a slight fiction side to it. but the lyrics and the video together perfectly create a meaningful video in which the shots illustrate the lyrics.

Amplification: this occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning

Birdy – skinny love
there is plenty of additional lyrical meanings which come into play during the course of this music video but the music video stays constant throughout

Jessie ware – wildest moments: an extremely simple video, in which the camera just rotates around the singer, more and more meanings are added to the lyircal content as the song goes on but the music video stays the same, predominantly to keep the attention locked onto the artist, as jessie ware is a new artist, the label wants everybody to know who jessie ware is. to increase publicity.
Jessie ware also looks directly at the camera to engage with the target audience.

Disjuncture: this is where there is little connection between the lyrics and the video, or if the video contradicts the lyric
Avicii  levels: this music video and its lyrics have no relation whatsoever, there is constant gibberish going on in the music video which does not fit with the lyrics, however this doesn't make it a bad music video as its very popular with its audience for its 'fun' side of it.