Research for music: Summary of Andrew Goodwin's Theory.

Goodwin ways in which promote the song ' Illustrate, Disjuncture and Amplify'. Illustrate is to add a visual foundation which is popular within it's genre, most music videos follow cliches according to genre for example pop videos usual follow the narrative which has a problem to be solved throughout the video. Disjuncture- a disconnection (things which aren't relative to the context), the context of the lyrics is ignore and Amplify this is to make the lyrics has a heighten meaning by visually fitting the songs lyrics, this is done by using repetition of visuals  and dance moves for examples during chorus's.

  Goodwins 5 key concepts which audience look out for:

• Thought beats (seeing the sound in our heads)
• Narrative and performance.
• Star Image.
• Relation between lyrics and visual.
• Technical aspects (filming/editing)

I will briefly summarise his key features of music videos whilst giving an example:

Thought beats: This concerns what is going on with in the audience mind whilst hearing the song, it's important to be able to identity the artist, by listening to the lyrics and visualising the footage being able to interpret. Goodwin looks at the artist as the 'storyteller' therefore the music video may work as a contribution to help the audience understand the story. This Music video is a great example of this, the visual aspect suit the narrative of the lyrics whilst Kelly Rowland acts as the story teller.

Narrative and Performance: This concentrates on the story line and the performance the artist may be giving to keep the audience engaged. A type of performance Goodwin finds most popular within music videos is miming, this is done to notify the artist and show them as the performer, we see how they deliver the song and are entertained by their character.

Star Image: This concerns the physical appearance of the star, Goodwin in order to have successful music videos and artist, portraying a unique image is vital as it allows the artist to stand out amongst the rest. The star image is important as it adds to their personality and the way people will judge them. An example of a star who has a strong, recognisable image is Lady Gaga, she show's originality and causes controversy which has contributed to her success. 

'A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.'

This is in regards to the context of the lyric and the visual footage,  does the lyrics compliment what is going on visually? or does it contradict the lyrics ? For example like in in my analysed video when the plane is shown on the screen whilst the artist sang "Should have stayed on the plane" this shows a relationship between the footage and the lyrics others may be totally irrelevant to whats being sang.

Technical aspects:  This is referring to factors such as- camera angles, mis en scene, lighting, editing and so on. This is used to create effects and the 'wow factor', for example its popular for hip hop music videos to include quick cuts, close up of the female features whilst dancing, fast editing which suit the beats, mis en scene of mansion house parties or being in front of a car and angles which emphasis women's breast/bums. There are different conventions to the technical aspects according to genre here is an example of a good mis en scene and editing and animation which make this music video a success.

Godwin says 'music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos.'