Andrew Goodwin's Theory

Andrew Goodwin created a theory, saying how music videos are often thought about and created by the link between the visuals and the song. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness and making it good too watch, particularly to males (like the Laura Mulvey theory). Most of these features are used in many music videos, it just depends on the genre of the song and the aim of the record company/artist. For our Music Video I have looked at Andrew Goodwin’s theory and how we can portray it in our video. We looked at many lines of our chosen song (Stay Awake - Example) and one being 'Do we chase the rabbit into wonderland?' We can signify with little animated rabbits throughout when ever this line is sung, along with other animated small objects, that relate too Alice in Wonderland, such as keys, cups and playing cards.

Andrew Goodwin has identified a number of key features in music videos. They are:

- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- Genre-related style and iconography present.
- Multiple close-ups of the main artist or vocalist.
- Voyeurism often plays a major part, especially in relation to females.
- Intertextual references to other media texts may be present.

When I was analyzing Coldplay's videos, I saw that their they are completely the opposite to Andrew Goodwin's theory. All of Coldplay's song titles are most of the time completely irrelevant to the song and the lyrics, which is interesting and something they are known for. Contrasting to this, Cheryl Cole's video 'The Flood' shows the relationships between the lyrics and visuals very well. The whole idea of the flowing water, there's lots of waves crashing onto the rocks that represent the idea of love crashing onto the rocks. It portrays a lot of emotion, as water is very calming, and then it contrasts with the fast and choppy waves, crashing around, showing the other 'breaking side of love.'