Goodwin's Theory

Goodwin’s theory.

Andrew Goodwin wrote a book, 'Rise of MTV, Dancing in the Distraction Factory' 1992. Within his book he identifies a number of key features which distinguish the music video as a form.

1.  There is a relationship between the lyrics and the visuals
2. There is a relationship between the music and the visuals
3. Particular genres have their own music video style and iconography
4. There will be a demand on the part of the record company for a lot of close ups o the main artist of vocalist
5. There is likely to be reference to voyeurism, particualry in the treatment of females
6. There are likely to be intertextual references, either to other music videos or films and TV texts

I have chosen three music videos and evaluated how the link to Goodwin's theory.

Snow Patrol- Run

Andrew Goodwin has a clear theory which identifies a number of key features which distinguish a music video as a form.

The video ‘Run’ by Snow Patrol follows these theories. As Goodwin’s theory states, there is a relationship between the lyrics and the visuals. In the chorus of the song the lyrics ‘Light up’ amplify the visuals of a lighted torch held up by the main singer motioned around him. This repeats itself in the next chorus when the man who was sitting behind the singer is standing behind the singer and swings the lighted torch around. Shortly after this, the lyrics ‘I’ll be right beside you dear’ are sung whilst another man is sitting behind the singer, also holding a lighted torch. The singer in the video looks quite sad and upset relating to the lyrics of the song.

Another theory from Goodwin is that there is a relationship between the music and the visuals. The particular music that Snow Patrol generally make, especially the song ‘Run’ is quite sad and has a darker tone, this corresponds with the music video as it is set in a very dark forest, hardly any colour is shown, even when the torches are in focus they are of a dark orange colour. The singer generally looks quite sad, emotionally, relating to the song. 

Lastly, Goodwin’s theory that there will be a demand on the part of the record company for a lot of close ups of the main artist also comes into play with this video. Throughout the video there are close ups of the main singer, it is mainly focused on him throughout the whole duration of the song.

Chuckie & LMFAO- I’m in Miami girl

There is a very apparent relationship between the lyrics and the visuals in this video, as Goodwin’s theory states. The lyrics of the chorus of the song ‘I’m in Miami’ are illustrated in the video through the words written on screen in front of us when they are being sung. The lyrics ‘drink all day, play all night’ reoccur and at these points everyone in the scene are either drinking or dancing.

There is also a relationship between the music and the visuals in this music video, emphasising Goodwin’s theory. The music Chuckie & LMFAO are known for are quite upbeat and usually popular dance tunes, the actors in the video are all dancing to the beat of the song, wearing bright clothes sipping cocktails as if they were ‘in Miami’. The beat of the music mirrors the way each shot is cut and linked together.

This can also link to Goodwin’s theory of the type of genres having their own music video style and iconography. All the actors in the video are attractive, wearing minimum clothing, dancing and having fun.

In the video there is a major reference to voyeurism, also linking to Goodwin’s theory. Throughout the whole video there are many close up shot of the female actors dancing in very little clothing. However, instead of us seeing them without them seeing us, it is almost as if they are dancing for us and for our entertainment.

Mike Posner- Cooler Than Me

In this music video there is a strong relationship between the lyrics and the visuals throughout the video. Near the beginning of the song, the lyrics ‘designer shades to hide your face’ are sung with the artist waving his hand over his face, meanwhile the camera focuses on all the actors wearing sunglasses.

The relationship between the music and the visuals is first shown in the chorus when the main beat starts and everyone starts dancing to it. Within this the camera also moves around to the beat of the chorus. This particular song is quite upbeat which corresponds to the actors dancing and drinking in run down clubs, having a good time.

This particular type of music is quite upbeat; therefore various iconographic images of people dancing are presented. The video is set in a club- a typical scene this genre of music would be played in. People drinking are presented throughout the music video. The actors are also quite attractive, also representing the image the record company want to portray.

Goodwin’s theory is also portrayed as there are many close up shots of the main artist, this is a demand on the part of the record company in order to represent an image of a ‘cool’ singer dancing and drinking in a club.

There is also a major reference to voyeurism in this music video, relating to Goodwin’s theory. There are many close up shots of attractive men and women dancing. The women are wearing little clothing, which relates to the modern attitude of sex selling.