Research: The Andrew Goodwin Theory

Andrew Goodwin's theory outlines eight key principles that music videos should follow to effectively communicate the message of a song:

1. Link between the visual and the music: The visuals must either complement, amplify, or contradict the music's style and tempo. For example, an upbeat song requires fast-paced editing and lively visuals.

2. Link between the visuals and the lyrics: The visuals and mise-en-scène should align with the lyrics, reinforcing the song’s message and meaning.

3. Intertextual references: Music videos often reference other media, creating deeper connections and meanings. For example, Ariana Grande’s “Thank U, Next” references popular films like Mean Girls and Legally Blonde.

4. Demands of the record label: The artist’s label may require the video to maintain a consistent brand image or style across their music videos.

5. Notions of looking: When performers look directly at the camera, it creates a sense of involvement, making the viewer feel as if they are part of the action.

6. Voyeurism: Goodwin suggests that music videos often attract viewers through the sexualization or objectification of women, using body fragmentation and specific camera angles.

7. Genre characteristics: Different genres tend to have distinct visual styles, such as pop videos with bright, vibrant visuals and close-ups to emphasize emotion and passion.

8. Types of music videos: Music videos typically fall into one of three categories: performance-based (showcasing the artist’s performance), narrative-based (telling a story), or concept-based (focused on a particular idea or visual theme).

By integrating these principles into our project, we aim to ensure our music video is not only visually captivating but also aligns with Goodwin's theory, enhancing both its creativity and message.