There are three main music video theorists discussed: Sven E Carlsson, Michael Shore, and Andrew Goodwin. Sven E Carlsson believes music videos fall into performance and narrative categories and that performers are limited and used to sell their image. Michael Shore's theory suggests music videos contain recycled styles and information overload focused on teenage male fantasies. Andrew Goodwin's theory outlines five key aspects of music videos including thought through beat, relationship between song and visuals, narrative and performance, technical aspects, and developing the star's image over time.

1. Ellisse White-Oliver
THEORIST OF THE MUSIC VIDEO

2. There are 3 main theorist that focus on the music video, these are:
• Sven E Carlsson
• Michael Shore
• Andrew Goodwin
THE MAIN THEORIEST

3. SVEN E CARLSSON
Sven E Carlsson believes that there are 2 main categories that every music video falls
into; Performance and Narrative.
He also created the theory that most performance music video not a performer
anymore.
“He/She is a materialization of the commercial exhibitionist. He or she is a monger of their own
body image, selling everything to be in the spotlight- selling voice, face, lifestyle, records and so on”
In short terms he is saying that performers are limited to a certain way of performing as
they are being used to sell the whole package of a performer e.g. their lifestyle, face and
voice. He says that this is down to the artist being a seller of their body image.

4. MICHAEL SHORE
His theory suggest that a music video is a child of ‘recycled styles that contain an
information overload’ most of which surround the ‘views of teenage male fantasies’.
This can be argued as true because some people believe that most music
videos contain topics surrounding or concerning power, girls, wealth and the
‘ideal life’.
This theory relates to current issues in the music industry where there is an
argument that many music videos convey provocative imagery which is too
sexualised for the audience watching it. Shore’s theory backs up this
argument. Women are highly sexualised and objectified in genres of music
such as Rap and Hip Hop.

5. ANDREW GOODWIN
Goodwin’s theory suggest that there are 5 key aspects to a music video, these are;
• Thought through beat
First Step- Study Music Structure. Second- Form Identification to suit the artist unique voice.
Thirdly- Make the story and make the artist a story teller.
• Relationship between song and visuals
There are 3 ways I which music videos work; Illustrate- Use a set of images to illustrate
the meaning of lyrics and genre. Amplify- Similar to repeatability. Meanings and effects
are manipulated and constantly show to drum them into our vision.
• Narrative and performance of the song.
Goodwin believes music videos should ignore common narrative. Performance and
narrative should work hand in hand to increase authenticity.
• Technical aspect of the video
These hold the music video together.
• Star Image
Meta Narrative which is a big story that describes the star development over time, it is
important to sell the brand of the artist as well as the song.