Goodwin's music video theory

Goodwin created a theory as he believes that there are 5 key aspects in a music video which the audience took notice in. These conventions which Goodwin stated are found in most music videos today.

1) Genre characteristics

All I want - A Day To Remember

Examples of this theory:

Most rock / indie / metal / alternative bands include the band playing their instruments in their videos. This is usually because artists in the pop industry do not play instruments themselves so it is a unique selling point to their image.

My example would be A Day To Remember's video when it's just the band performing and the vocalist miming, lyrics occasionally appear on the screen aswell.


Cupid's Chokehold - Gym Class Heroes

2) Lyrics and Visuals

Goodwin's theory believes that the lyrics make reference to what is happening in the video. It could be believed that the visuals on screen can make it easier for the audience to remember lyrics or understand them more than when you just listen to the song. 

My example would be the video to Cupid's Chokehold, when the lead singer is struggling to find a girlfriend and we see him move onto one girl after another after cupid's spells. The music video is very narrative.

Animals - Martin Garrix

3) Music and Visuals

The relation between music and visuals in Goodwin's theory is mainly about the genre of music, the beat and tempo of the song. An example of this would be usually dance/electro music would have usually a dance routine to it as it is known to be the type of music you would dance to. On the other hand perhaps a metal video would be a lot darker or perhaps show the crowd they perform to.

My example of this would be Martin Garrix's Animals video as the video is simply just lots of people dancing at a rave/club in animal masks.


4) Close ups of the artist

Wrecking Ball - Miley Cyrus

Artist's record labels are keen to get their faces seen in their videos as usually the face of an artist could potientially sell their singles more. Most artists seen in the charts have a unique look to themselves which the record label is keen to get across.

My example of this would be Miley Cyrus' Wrecking ball as when her audience were younger she was known for Hannah Montana but she had changed her image drastically since then so we're shown the 'new her' and how she has changed since her past Disney career.

Misery Business - Paramore

5) Notion Of Looking

Goodwin believes that some videos contain the audience viewing the artist's lifestyle and views. Examples of these are how women are treated like objects or are slutty in situations and men are commonly portrayed as unfaithful or aggressive.

My example of this is Paramore's misery business when a girl in school, with a low cut and short dress (which is the opposite of what the lead singer who is a girl is wearing) bullies a girl in the band's school and then kisses the same girl's boyfriend which portrays the girl in the video as slutty and self centred.

Don't Stop The Music - Rihanna

6) Voyturistic

Voturism is when Goodwin believes that the audience are interested in the artist's lifestyle and what they do when they are not in front of a camera or microphone.

My example of this is Rihanna's Don't Stop The Music which is a huge difference to most of her videos. Most her music video include her and some kind of relationship with another man, However, in this video it is about her going on a night out and seeing Rihanna clubbing and having fun.

Californication - Red Hot Chili Peppers

7) Intertextual Reference

Intertextual references are usually when a band and artist includes a programme, television show or a film in their music video if it is relevant.

My example for this is Red Hot Chili Pepper's music video when the majority of the video is a video game which connotes to the lyrics.