RESEARCH - Andrew Goodwin

Andrew Goodwin was born in Australia. He began learning how to play violin at the age of 5 and then went onto to learn piano and organ at school. He was brought up surrounded by music. 

He identifies 5 key elements of music videos that we the audience should look out for which are: 

Thought Beats ( being able to see sound)

Goodwin sees songs as stories and the artist (singer) as the storyteller, making the music video as a communicational device, with the audience listening to the story. The main focus is upon the structure, chorus and versus of the song. The voice is the heart of any song therefore it should always link with the artist in order to create their star image. 

Narrative and Performance 

Goodwin came up with the idea that songs fail to give us the complete narrative and you have to read further to know what the song actually is about. He explains that music videos should ignore normal narrative and go with something unique to what is usual, which is important in their role of advertising. Also, the narrative and performance should be engaging and interesting to look at so the audience can watch it again and again. The artist helps to increase the authenticity of the video when he combines both narrative and performance. However, the lip syncing of the performer and the actions are the most important which entice the audience and to make them believe it is real. 

Star Image

The star image is vital for any music video. For example, Chris Brown or Justin Biebir are easily noticed because they are very successful artists and have star image therefore it is a very important part of the video and should come across very nicely. If a new artist is being introduced then their performance and actions are crucial to create that star image. 

Relation of visuals to the song

Music videos use images to show the meaning of lyric and to indicate the genre. The meaning helps to produce effects which sticks in the audience's minds and helps them to remember the song.  

Technical aspects of the music video 
Technical aspects holds the music video together through the use of camera work, movement, the angle, mise-en-scene, editing, sounds and special effects used. First the camera helps do the editing, cutting and the overall post production. Then the lighting and colour helps to set the mood or to add dramatic effect depending on the music video and its type of narrative. Finally the mise-en-scene helps set the scene with all the outfits, background and setting. 

Goodwin's theory has helped me massively when creating my music video because it shows what aspects of the music video are important than others such as the technical aspects and the star image. I will certainly take this theory into consideration with my music video.