Music Video Techniques

Andrew Goodwins theory

A good example of music video technique would be Andrew Goodwins theory. Andrew Goodwin's theory contains six key aspects that the viewer should look for when they are analysing a music video.

Music videos demonstrate genre characteristics.(For example dance routines in boy/girl bands, the stage performance in heavy metal videos.)

There is relationship between lyrics and visuals. The lyrics are represented with images, these can be either illustrative, amplifying or contradicting.

There is a relationship between the music and visuals, the tone and atmosphere of the visual reflects that of the music. (Either illustrative, amplifying or contradicting.)

The demands of record labels will include the need for lots of close ups of the artist. The artist may develop motifs of which recur across of their work.

There is frequently reference to notion of looking (screen within screens, mirrors within mirrors ect.) Particularly voyeuristic treatment of the female body.

There are often intertextual references to films, T.V programmes, other music videos etc.


Genre

In music videos the genre of the song effects the content. If the song is heavy metal you cant have a dance type music video because the two wouldn't go together, whereas if you did a performance based music video it would go with the heavy metal genre. Some bands will normally do live music videos to give the viewers a feel of what they are like live and also to help promote the band.  

Intertextual reference

Some music videos contain themes similar to well known films or television programmes. This  is where a show for example will take bits from another film, programme or a book and add it into there show.