Goodwin's Theory explained with examples.

2. 1. Demonstrates Genre Characteristics
2. Relationship between the music and the visuals
3. Relationship between the lyrics and the visuals
4. Demands of the Record Label

3. Andrew Goodwin states that each genre of music video has its own set of characteristics to
demonstrate.
For example, pop music video’s usually have a narrative behind it to tell the audience the story
behind the lyrics and hip-hop music video’s usually revolve around the artist being
surrounded by wealth and luxury with the use of expensive cars and gold chains around
their necks.
A real media text that demonstrates the first of Andrew Goodwin’s theory is ‘Chris Brown –
Flame’. There is a clear visual of the artists dressed in white with a thick gold chain round
his neck to show his wealth and luxury. There is also a image of a male in a white throne
surrounded with girls dressed in limited clothing to look like the girls are following orders
from him.

4. Andrew Goodwin’s theory states that the visuals must match the music; often by taking the tone
and atmosphere of the song and extracting them into the music video.
For example, the tone of the music may be quite soft and slow, so therefore the visuals will copy
this as use slow paced editing or slow mo to signify the connection between the two.
A real life media text that demonstrates the second of Andrew Goodwin’s conventions is ‘Adele
– Hello’. The song is very slow and meaningful and the lyrics reflect this, the editing is slow
paced and the artists movement is very much slow paced too to create the link.

5. Andrew Goodwin’s theory states that the visuals must match the lyrics. This is often done by
taking the literal meaning of the lyrics and applying them to the music video. With having
the relationship between the two the audience is more likely to understand the meaning
behind the music video as it’s much clearer to them.
A music video that demonstrates the third of Andrew Goodwin’s conventions is ‘Bruno Mars –
That’s what I like’. During the start of the music video Bruno is positioned in an empty
room; while singing the lyrics an animated image comes on the screen to create a match to
the lyrics and the visuals.

6. Andrew Goodwin’s theory states that despite whatever the meaning of the song or the music
video might be, a record label must profit from the release of the music video. Therefore,
the music video will include lots of close-up’s of the artists to sell the music video better.
A music video that demonstrates the fourth Andrew Goodwin’s conventions is ‘Ariana Grande –
Focus’. The music video includes a lot of close-up shots of the artist in a sexual manner in
order to attract more people to watch the music video in order for it to get a vast amount of
views, meaning more profit for the record label. It is an attempt to advertise themselves and
their music.