Andrew Goodwin Theory- How It Relates To Our Production.

Andrew Goodwin believes there a five key features that distinguishes a music videos appearance and form. 

These key features are:

1.  The relationship between the lyrics and the visuals of the music video. Some music videos contradict the lyrics of the song, where as some show a clear relation between the two. For example:

• This is from the song 'Migraine Skank' by the artist Gracious K. As the lyrics read 'put your hand on your head that's the Migraine Skank', the performers put their hands on their head as you can see in the picture; portraying a clear link between the lyrics and the music video. 
• In relation to our music video, we have chosen to do the song 'Hot Right Now' by Rita Ora. We have decided to use this feature of the Goodwin theory in our production as the audience can connect to the song visually. 
• An example of how we will use this technique is as the lyrics read 'Hot Right Now' our performer will fan herself with her hand. This will also be a dance move that the audience will associate with the song when they hear it.

2.  Each type of music video genre will have its own codes and conventions which relates to the style of the genre. For example:

• This is a pop artist called Leona Lewis and this is a shot from her music video for the song 'Bleeding love'. From this screen shot we can see she is following the codes and conventions of a Pop genre music video. 
• She is wearing a silver, shiny glamorous dress which is eye catching and stands out. Also, her hair is long and curly, making her look beautiful and presentable, which reaches out to her female audience who will look up to her. Furthermore, she has a big shiny belt and a shiny bracelet, which also reaches out to her female audience and it is 'bling' and 'sassy'. 
• These are typical codes and conventions of a Pop genre music video. 
• Our music video genre is also Pop, and we have also chosen to portray our artist as glamorous. 

3.  Close ups are used to focus on the artist/vocalist. This is usually a demanded by the record company so the artist can boost their popularity.

• This music video is by a famous male rapper called Jay Z.
• When watching the video, we can see many close up are used on the artist making it a perfect example of feature three of the Goodwin Theory.
• By focusing on the rap artist in the music video, it is easy to distinguish who the artist is, boosting the artist's popularity.
• Furthermore, it also shows the personality and creativity of the artist - the 'star image'. 
• In our music video we have used the artist as the performr so she is easily recognised. Also, many close up will be used as she is the main character and the vital selling point of the video. 

4.  Voyeurism is also often included, usually in relation to females. Goodwin also came up with the idea of the male gaze, where women bodies are used as sexual object to sell their music videos and attract their male audience.

• Voyeurism is a key aspect especially in relation to females who are feature in current music videos. 
• In this RnB music video, women are used as sexual objects. They are shown wearing sexy lingerie; displaying their bodies to the audience. 
• The mise en scene of this video is also very sexually as a low lighting is used. Also, the background of the video is very plain so the audience is attracted to the female performers. 
• Women being portrayed as sexual objects is used in many current music videos and this help female artists attract their male audience, emphasising the male gaze.

• The 'notion of looking' is recognised by having the artist or other talent on sexual display or by featuring screens within screens.
• We have chosen to go against the norms and values of a normal mainstream pop video and we are not going to sexual display our artist.
• Instead, our artist will dress responsibly when performing in the music video. As our target audience is young females, we believe we can use fashion and class to sell our video. 
• The artist will represent pop culture fashion.
• This will put the theory to test, will a music video still sell if it doesn't show women sexually displayed?

5.  Inter-texual reference to other media texts such as films and TV texts may be used.

• This screen shot is from the song 'Lady Marmalade' by Christina Aguilera, Lil' Kim, Mya and Pink. 
• There are inter- textual reference to Moulin Rouge which is a cabaret in Paris, France. 
• By using inter-textual references, the audience feels smart as they have recognised the connection between the two mediums.
• In addition, this helps promote the music video.