Goodwins Theory

Goodwin's Theory;

Andrew Goodwin, is a director of music and noted how music videos feature certain elements. Goodwin expresses these six steps in his book ‘Dancing in the Distraction Factory’ to bring it to the audience’s attention as well as assist music video directors when creating a music video.

Andrew Goodwin's most memorable quote;
"Music videos ignore common narrative as they are essentially advertisements. As consumers, we make up our own meaning of a song in our minds: a music video can anchor meaning and gives the record company/artist a method of anchoring meaning

Goodwin explains his theory by six different conventions within a music video.

1.      A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics.

2.      Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music.)

3.      Genre-related style and iconography present.

4.      Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognizable brand image.

5.      Voyeurism often plays a major part, especially in relation to females.

6.      Inter textual references to other media texts may be present, especially in humorous videos.