Andrew Goodwins Theory

Andrew Goodwin's Theory

Andrew Goodwin is a director of music who has identified a number of key ideas which distinguish music videos as a form:
-There is a strong relationship between the visuals of the video, and the lyrics, the visuals can illustrate, exaggerate and even contradict the lyrics of the song.
-Close ups of the artist shown in the video build relationships between the visual of the artist, and the audience, which gives them more publicity.
-Intertextual reference is used, meaning other music videos, artists and media texts can be featured in the video such as Rupert Grint featuring in Ed Sheeran's music video, and product advertisement such as phones in videos.
-The idea of voyeurism giving an insight into the artist making the audience feel they know features about the artists life.
-Goodwin also states there is a link between the actual song, and the video that goes with it meaning the dancing, cut rate and instruments being played going along with the song. This makes the video overall more appealing as it has a purpose.