By Dilay Osman Goodwin's theory states there are 5 key aspects to a music video: 1. A Relationship Between the Lyrics and Visuals
2. A Relationship Between the Music and Visuals
3. The Narrative and Performance of the Song
4. The Technical Aspects of the Music Video
5. The Star Image (The Presentation of the Artist)
The Relationship Between the Lyrics and Visuals: This factor can be split into 3 steps: The first step would be to analyse the music structure to understand both the chorus and the verses. The second step focuses on the voice of the artist. Some voices can be found to be unique and can form an identification or become a trademark that relates to the singer In The third step, Goodwin considers the artist to be a storyteller that is telling a story within his song which, is shown in the music video through the vocals of the song The Relationship Between the Music and Visuals: A Relationship Between the Music and Visuals: There are 3 ways in which visuals can be used to promote a song: Illustrate: This is the most common method used to promote a song. The music video would contain specific images that helped to explain the meaning of the lyrics and genre of the song Disjuncture: This is where the meaning of the song is completely ignored in the music video Amplify: This is when the meaning and effects of the song and the images used are repeated throughout the video so that it is drummed into the viewers vision The Narrative and Performance of the Song:
Goodwin thought that it was important for
the artist to be in the music video by either performing or acting the role of the protagonist in order to help make the music video seem more realistic to the audience. The Technical Aspects of the Music Video: The technical aspects of the video helps to keep the music video intact through the use of Special Effects, Editing, Mise en Scene and Sound. Mise en Scene is used to make the setting if the song look more authentic so that it can attain professionalism. Lighting and colour are used to create a specific atmosphere in the song and can be used to highlight key moments of the song for a dramatic effect. The beats of a song can be used to make effective cuts that allow the music video to maintain a flow alongside the rhythm of the song. The Star Image:
The star image is one of the most vital aspects of a
music video. The artist can make the video more appealing to the audience by bringing a unique style, that they are associated with, into the music video. This could also lead to the artist's image being publicly promoted in order to increase their reputation which may also result in the video being better advertised.