Andrew Goodwin's Theory

Andrew Goodwin has 5 key concepts that he has identified in music videos.

These concepts are:

 

Though beats (seeing the sound)  

The voice is one image of the star and should be an identifier as to who is singing. It should generally fit the image of the singer. Such as a deep heavy singer with a rough voice having the image of a rough and worldly person.

The music video can also be seen as a story making the artist take on the role of the story teller, this allows the music video to become a  two communication device, we both listen to the music and see a story

            The performance or the narrative of the music video

Goodwin also states that music videos should ignore the common way of narrating a story. Such as what you see in films. This is due to the fact that the artist should be present in the videos performing  for marketing purposes and the fact that music video should coherent repeatability (encourage repeat viewings with out getting stale) Both a performance and narrative is needed. The star needs to be seen performing!

 The singer and their image

The star should be easily recognizable, the music videos should show the development of the star over time.

                                                The Relations of the visuals to the song

Illustration: When the music video is used to tell the story of the lyrics.

Amplification: Introduction of a new meaning to the lyrics that do not contradict the lyrics, but instead add a new layer.

 

 Disjunction: When the music video has little connection to the lyrics. 

 

 Technical Aspects

The music video's pace and rhythm should go along with the beat of the song, every edit should be in time with a beat or when the beat changes.

The camera should also be moving, creating a sense of rhythm and flow to the music video. 

The lighting and effects should also be used to emphasis the mood of the video and should be used to amplify key parts of the song for a greater and more entertaining effct.