Andrew Goodwin

Goodwin is a theorist who specialised in media and came up with many different ideas about music videos and how they are successful. In his book (Dancing in the Distraction Factory) Andrew Goodwin writes about six characteristics and features seen in music video.

These are:

• Genre representation such as linking pop with dancing or rock with band performance. 
• Lyrics/visuals link- words represented by imagery. 
• Music/visuals link- the atmosphere of the video matches the music in ways such as through illustration, amplification or disjuncture and through things like thought beats. 
• The need of specific shots such as close-ups requested usually by the record company in order to create a mental image of the artist or a label. 
• Reference to notion of looking and voyeuristic treatment towards the female body which links towards Laura Mulvey’s Male Gaze Theory. 
• Intertextual links to other media products such as TV shows and films. 

Our video will support Andrew Goodwin’s theory because it will use a large amount of shots that concentrate on the bands image; this will help to create a brand identity insisted by the record label. Another way our video will demonstrate Andrew Goodwin’s theory of six characteristics is by using performance shots of the band which will demonstrate the genre of rock using real instruments.