Andrew Goodwin
Andrew Goodwin analysed features found in music videos. In 1992 he wrote a book titles
"Dancing in the Distraction Factory" he detailed his findings that are often still used to analyse music
videos. Goodwin found that there are specific genre characteristics in music videos. For example
heavy metal bands often had videos when the band plays their song onstage while dressed in
combinations of black clothing and leather, while boy bands are known for their elaborate dance
routines in their music video.
Here is a heavy metal bands music video where they play their song. They display the
characteristics associated with a music video in this genre. The group members all wear black
while playing their instruments and preforming their song.
Here is a music video of a boy band which displays the dance routine that has become a staple
characteristic of the boy band music video.
Relationship between the lyrics and the image.
Goodwin also believed that there was a relationship between the visuals of a music video and the
lyrics. There are three different types of relationship between the lyrics and image.
The visuals can Illustrate the lyrics to the song.
The visuals can Ignore the lyrics to the song.
The visuals can Amplify the lyrics to the song.
Illustrate
When a music video falls into the category of Illustrate it means that there is a clear link between the
visuals of the music video and the lyrics of the song. In this case the music video uses the images to
illustrate the meaning behind the song, this is the most common relationship used for music videos,
as it is fairly straightforward to use the song lyrics and create literal visual interpretations, this is also
something that will make sense to audiences as if the visuals illustrate the lyrics they are able to
understand the intent behind the music video.
Goodwin uses "Shipbuilding" by Elvis Costello as an example for this type of relationship, as the
music video shows images of boats being built directly taking influence from the title of the song.
Ignore
When a music video falls into the category of Ignore it means that the music video visuals
completely ignore the lyrics of the song. The visuals have nothing to do with the lyrics of the song
there is no relationship. This can be confusing for audiences and is harder to create.
Goodwin uses "Back for good" by Take That as an example.
I think a good example of a music video that's visuals ignore the lyrics of the song is Carly Rae
Jepson "I really like you" which is centered around Tom Hanks conducting his daily business which
has nothing to do with the lyrics which tell a story about the early stages of falling in love.
Amplify
When a music video falls into the category of Amplify it means that the visuals give the lyrics
additional meaning to the song that may not have initially been displayed in the original meaning of
the song. This may be done by the music video contradicting the lyrics to the song.
Goodwin uses "Man in the Mirror" as an example for this. In this music video the images show an
outlook on the world, even though the lyrics of the song speak of looking within yourself. This
conveys the message that the way we act effects a wider group of people and in order to look within
ourselves and become the best person we must first look at the world around us and do what we can
to help those in need.
Motifs
Some artists may adopt certain motifs or styles that allows their fans to easily distinguish this
particular artists music videos from other artists music videos.
For example Nicki Minaj's music videos are often explicit - "Anaconda".
Intertextual References
This is when a music video makes references to media (Film, Tv, other music videos etc.) within their
music video. For example The Wanted "Walks Like Rhianna".
Which makes reference to Take That where they dance in the rain wearing long coats in the music
video "Back For Good",
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| The Wanted's version |
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| Take That's version |
The Backstreet Boys when they wear white suits in "I Want it That Way",
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| The Wanted's version |
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| The Backstreet Boys version |
and N 'Sync where they string themselves up like puppets in homage to "Bye Bye Bye".
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| The Wanted's version |
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| N 'Sync's version |
The Ideo of Looking
Goodwin also commented that within music videos there is often the idea of looking into and through
things in music videos this could be seen as looking through windows, into mirrors, phone or
computer screens - just to name a few.
In Taylor Swift's "You belong to Me" the majority of the music video consist of Taylor looking
through her bedroom window and her crush looking into hers.
Objectification of Women
Women are often objectified or portrayed as sexual objects in music videos.
A feminist media theorist called Laura Mulvey's talks about classical Hollywood cinema, however
her theory of male gaze can still be transfered to apply to the ideas of women in music videos. Laura
believed that audiences must look at images from the point of view of hetrosexual males. In music
videos this is done by having women viewed as the object of male erotic desire and show men to be
active dominant characters and women to be passive submissive characters. Which reflects the views
of a patriarchal society.
Rhianna is an example of this as in most of her music videos she appears hyper sexualised.
Linking Narrative and Performance
Goodwin also talks of linking the narrative of the song to the performance of the song. This is done
by having the artist actively take part in the narrative story of their music video while also providing
their performance. Goodwin believed this adds authenticity to the story within the music video.
An example of this is Taylor Swift "Love Story" as she acts as the Juliet character in the narrative
portion of her music video while also providing the performance.
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