Andrew Goodwin's theory

Andrew Goodwin has a theory on music videos and many key things we should look out for to gain information.
Goodwin says that there can be a relationship between the visuals we see in a music video and the lyrics used by the artist. This can mean certain shots can be used to help explain to the audience the reason why the certain lyrics have been used and to help us identify the genre.

Another step to help understand a music video is through 'Thought beats'. This comes in a few steps - first we need to understand the structure of the song such as understanding the chorus and the verses. Next we can identify artists through a unique voice which can then we can have certain thoughts that we think would usually relate to this certain artist. Lastly we can identify a story that is trying to be told through the lyrics of the song. This then means we can try to visualise the artist's story through the lyrics of the song.

Andrew also says music videos use a relationship between the music and the visuals in the music video. He could be trying to say a music video can look to promote a song through the way the lyrics are analysed or shown visually. In many music videos this step is shown by a character doing exactly what the song says in terms of lyrics.

Narrative and performance of the song. Andrew said that it is very important that the main artist in the music video should look the act in the main role of the music video. He says that it helps make the song seem more realistic and allows the audience to engage themselves easier if they see the main artist playing the lead role.

Andrew believed promoting the main artists star image was very important in a music video. He says by including multiple close ups and giving the artist a unique style through their appearance and moves. This then helps the public create a reputation for the artist and appeals to them more and looks the improve the artist's star image.

Lastly Andrew says the technical aspect looks to hold the music video together using a variety of techniques such as special effects, Mise en scene and editing.
For example the use of lighting can be used to create the mood of the video and can look the emphasise certain parts of the video to create a sense of drama. Mise en scene can be used to make the artist seem more professional through the use of props, clothing, make-up etc.

Editing can also be very effective in the form of use effective cuts that go with the rhythm of the song.