Research into Goodwin's theory - Miss Georgiou

Research into Goodwin's theory

Goodwin's theory is important to remember when analysing music videos or when considering for my own music video production because he includes elements which help break down a music video and help you understand them easier. Goodwin's theory means i can look at different aspects of music videos, broken down into sections and analyse them in full detail. It also helps the audience understand more and creates a relationship.

Goodwin's theory is based on 7 main principles. 

1.Music videos demonstrate genre characteristics

2.There is a relationship between lyrics and visuals

3.There is a relationship between music and visuals

4.The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs with recur across their work

5.There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body

6.There is often intertextual reference

7.Whether the video is primarily performance based, narrative based of concept based

The first theory point means is there is any stage performance if the music video, and is it conventional or unconventional. Does the music video include a dance routine, does this relate to a girl or boy band and are they synchronised etc. Theory number two means is there a relationship between the lyrics and the visuals and if so, why? Is is amplifying, contradicting and do the visuals match the lyrics. The third theory point is very similar to the last, but this one shows whether there is a relationship between the music instead of the lyrics, these are completely different and can be represented in different ways. For example, the music beat, how does this connect to what the audience see on the screen. Furthermore, theory number four. This is whether close up of the artists have been used, on what part of the body and why? If its of their face, why has this been used, and how does it show them as a person. Moreover, theory number five. If there is a female being represented in the music video, how are they being shown? Are they wearing revealing clothing and if so what does this show, and how does this link into the music being played at the same time. In addition, theory number six. Is there reference to intertextual, and how is this shown. For example, films, television programmes or other music videos that have reference of some relation. Finally, theory number seven. This is wether the music video is performance based, narrative or concept. The music video may include more than one, or other may only show one, every music video is different. 

I will be referring to these 7 principles throughout this post when analysing my chosen music video: Maroon 5- Sugar. The video below shows the music video from youtube. This video demonstrates many features from Goodwin's theory which is why i have chosen to use it and analyse. 

My first piece of analysis is point 1. which demonstrates genre characteristics. This video demonstrates stage performance and a few dance routines. The screenshots shown around this analysis shows my points made, e.g. Maroon 5 performing on stage. Performance is taking place throughout the whole of this video, this is shown through singing and dancing. Even when Maroon 5 are not on stage, they are singing throughout, telling a story as they go along, helping to engage the audience. The performance of this song shows that they are interacting with the song, as well as encouraging the audience to become involved just as much as they are. Furthermore, a routine is taken place when they are performing on stage, which also links in with a routine/repetition that takes place every time that they are travelling to another wedding. This shows them travelling in a car, singing to every wedding, which also links in with the element of routine as it shows their tracks to every performance. The genre of this song/music video is pop, which means that the performance and routine element of this theory is conventional, as pop videos are seen to include singing, dancing and show to the audience a good time which is exactly what is taking place in the music video - sugar. This theory helps create a relationship with the audience by making the audience what to join in, and enjoy the song that they are singing, as the music video is very enjoyable and docent have a specific target audience. No specific audience means that the video can be enjoyed by a lot of people, as the story line of this is catchy and can be enjoyed by a lot of people.

Moreover, point 2 in Goodwin's theory is the relationship between the lyrics and visuals is also used within the the music video - sugar. The screenshot on the left shows a relationship between the lyrics and what i, as the audience can see. The lyrics "yeah, you show me good loving, you make it alright", are played at this point when the bride and groom start kissing and hugging, which shows a relationship between the two. These lyrics relate to the visuals as its their wedding day and they are showing their love to each other, which shows why these lyrics are being sung as maroon 5 are trying to produce an image to the audience that these two people love each other and these words are going to show this. These lyrics also show that Maroon 5 is trying to create a good vibe towards the audience, and not only create love in the room that is is singing in, but towards the audience too, this creates an easy relationship between the audience and the audience as he is telling them a story of happiness which is clearly easy for the audience to see and understand. Not just from this screenshot shown, but whenever this line of lyric is played in the song a new picture of a couple getting married is shown, constantly telling the audience a repeated story.

Furthermore, Goodwin's third theory is a relationship between the music and the visuals which is point 3, very similar to the one above which I have just explained but this time I am analysing things such as the music beat. From watching the video on YouTube, I took a screenshot showing one of the drummers who plays a part in this music video tapping his hand to the beat in the background on the side of the car he is sitting in. The screenshot shows on the left. This tapping of the hand is shown through a close up, through the use of the micro-element; cinematography. The relationship from the music and visuals shows that there is a connection from one of the characters in this music video. Furthermore, we can see the band playing in the music video, which shows an illustrative approach. In most music videos we don't see the music being played, just the artists telling a story to the audience. Whereas in Maroon 5's video - sugar, we see the band setting up, rehearsing and playing, just like what would happen at a concert, although we see all the work being done themselves, and this music video doesn't use hardly any editing features. This visualises the music with a straightforward approach. These are shown through the uses of mid-shots and long-shots to the audience, creating a relationship to the audience that Maroon 5 is simplistic and doesn't need to use editing in this music videos to create a good one, I feel this has worked well.

Point 4 meets the demands of the record label which will include the need for lots of close ups of the artist allowed me to analyse Maroon 5 in detail and see how close ups are used to represent him and how this might make the audience feel. Close up's in this music video aren't used a lot, but when they are they have a purpose. The screenshot on the left shows a member of Maroon 5 just before a close-up takes place. This is the main member of the band, and this close-up is taking place at the start of the music because he is talking to the audience watching. The use of a close-up is used in this case so the audience can see him clearly and can understand what is trying to say. The close-up also allows the audience to feel like they can get to know him. Furthermore, another close-up is used when he, again, is walking into a performance. The screenshot shows him to be singing as he is walking into a church. Women, especially, may find this attractive and like to see the artist close up when they are performing in a music video, creating a bond/relationship between the audience easier. Close-ups of all the other members of the band are also shown frequently through the music video, letting the audience get an understanding of them. I feel close-ups in  music videos, and especially this one, works well as they invite the audience to watch for longer and become more entertained, especially if the artist/artists are found attractive by the audience, which is the case in this music video and also for telling the audience a story of what is going on.

Point 5 in Goodwin's theory is where there is frequently reference to notion of looking and particularly voyeuristic treatment of the female body. Within my chosen video this is no voyeuristic shots, which is why i am going to argue against Goodwin's theory that the genre of this video doesn't match what is shown form this point. Within the video - sugar, Maroon 5 surprise couples on their wedding day. As this band is men and not women, no voyeuristic shots are used to represent them in any sort of way. I analysed the way that the women in the background and the brides are shown, but none of them were shown sexually towards the audience. I feel that Maroon 5 have done this purposely so the song does not fit the genre that its included in and voyeuristic shots wouldn't be appropriate and send the wrong message out towards the audience. This treatment of the female body is supposed to show a look of the artist without the artist realising, but in this video this is not included. All the members of the band are fully clothed and no skin or appropriate clothing is worn, e.g. open shirts or topless. Although Goodwin's theory works for my music video, this point unfortunately doesn't, but this doesn't ruin the music video, it just gives people a different perspective to why no voyeuristic images have been used.

In addition, point 6 by Andrew Goodwin states that there is often intertextual reference in music videos. From analysing my chosen music video I found this was relevant. From my analysis I found that "the voice" a television programme in the UK and USA was being promoted on a billboard. This was also relevant to Maroon 5 as they have performed on "the voice" in the past. The screenshot on the left shows my evidence. The Billboard also shows to the audience the location of where this music video is set, the USA, as this is promoting the voice for that country, which can support some conventions that are shown, for instance driving round in an open roof car, and palm tree's in the background all give evidence of this music video being produced in the USA. The Voice is a very popular music competition which allows the public to audition in front of celebrities. I feel that by promoting another television programme within the music video is shows to the audience that they are co-operating with the place that they are filming in, and supporting the background behind them.

Goodwin's final theory is point 7, which states whether the music video is primarily performance based, narrative based or concept based and how elements of each is used in it. For me i feel that Maroon 5's video - sugar, is performance and narrative based. From my previous analysis and watching the video on YouTube several times the performance element is shown conventionally of the pop genre. There is frequent dancing and singing between the group, and there is visuals of them setting up there own stage and background. The performance element shows them singing to a group of random people every time, which shows their confidence and how strong their group is. As the performance goes on, a narrative is being told to the audience. The music video shows them travelling the USA to secretly perform at every wedding possible, and this is what they do. The narrative tells the audience that Maroon 5 have a close bond and want to make people happy all the time, and by this they show there talents; singing and performing. I feel that this video has no concept element but does include the others all the time throughout and have shown this well and clearly to the audience.

From researching into Goodwin's theory it will help to assist me with my own music video, and thinking about how Goodwin's theory may or may not be used. I feel this research has helped me to see what works in a music video and the reasons why, for instance the relationship between the lyrics and the visuals helped me to look at clearly what is being said and why this is actually being done, to show a meaning to the audience, but not just through the lyrics being said but the visuals shown and emphasise the meaning. I will be including a lot of these theories in my own music video and be thinking about them carefully when planning ahead. I also feel i will be able to reach my target audience quicker and create an easy relationship with them, when trying to create a connection with the audience and artist.