GOODWIN'S THEORY:
Introduction:
There is a crucial theory behind the making of music video, that theory is explained by Andrew Goodwin. In other words this is known as the Goodwin's theory. The Goodwin's theory consist of 8 elements.

Genre characteristics:
The first one is genre characteristics. This occurs when the music video reflects the genre through specific characteristics which makes the video conventional to it's genre. For example the rapper Eminem's song "Lose yourself" is conventional to the hip hop genre because of the clothes he is wearing.

Relationship between the lyrics and visuals:
 The second element is the relationship between lyrics and visuals. A connection is shown either through the lyrics being explained visually, amplifying when the music video is being enlarged upon. The exaggeration of the lyrics linking to the video and contradicting; when the visuals are being opposite to the lyrics. Again, Eminem's rap song "Dear Stan" where a true depressing story is explained in lyrics while the visuals are quite dark.

Relationship between music and visuals:
The third part of Goodwin's theory is the relationship between the music and the visuals. To the actual music the visuals show a connection. Similar to the relationship between lyrics and visuals there is illustrative, amplifying and contradicting within the relationship between the music and visuals. When the music is upbeat the visuals will be. Also, when the music is monotone the visuals will reflect that.

Stars motifs:
The next part of Goodwin's theory is star motifs, this occurs when the music videos uses close up shots of the artist. This  usually occurs because it is demanded by the record label to make the artist identifiable and popular as this would promote the artist even more. Pink is a perfect example of this for her song "Just give me a reason".

Notion of looking:
The 5th crucial element of Goodwin's theory is the notion of looking, this is usually when females are seen as sexual objects, this through the voyeuristic treatment of the female body that can be shown in music videos. Usher's song "In da club" featuring Young Jeezy is a good example with the voyeuristic way Usher is staring at the female dancer in the music video.

Inter-textual reference:
The sixth element of the theory is inter textual reference. This means when a reference is made in a music video that links  to other  programmed, other music videos etc. Eminem is a perfect example for this . In his song' Just lose it'  part of the music video shows Michael Jackson when his hair got burnt while rehearsing . This process was seen as offensive.



Performance, Narrative or Concept:
The next part of the element is performance, narrative and concept based. Performance occurs when the video is strongly focused on the artist or band. Lady Gaga songs usually tend to have performance based songs, one of them is bad romance. Passenger is another example with his song "Let her go". Narrative based occurs when there is a story that is attached and related to the lyrics if a song. Eminem 's song "When I'm gone' is an example of a narrative based song as it gives an insight into his personal life. A concept based  occurs when a music video uses surreal images which the audience might find obscure as they will struggle to understand how it relates to the video.

 

 

 

 

Technical elements:

The final part of the Goodwin's theory is the use of technical elements: cinematography, editing, sound and mis en scene. This also applies in films.




Will Smith "Miami":

     

Will Smith's music video of his rap Miami, is an example I will use to explain how the Goodwin theory applies to it. Firstly the genre of the music video is Hip Hop rap, this is shown through the genre characteristic of beautiful girls on the beach. this make the music video conventional to it genre of hip hop, specifically because of the way Will Smith is looking at them.

As always there is a clear relationship between the lyrics and visuals, as Will Smith is rapping the visuals are appearing in the music video. The  nice lyrics that Will Smith are saying about Miami are coming true  in the music video, this is the specific relationship between the lyrics and visuals in the song.

The music of the song is very upbeat and the visuals of the beach represents that mood, as people are dancing on the beach in the music video.

There are close ups in the music video. One detailed example is when Will Smith is collecting sunglasses from the bar. This would certainly increase his popularity in terms of fan base. Further on, there is a notion of looking mainly with the females that appear in the music video. A panning shot is used to highlight the voyeuristic way females are being looked at.

There is a inter textual reference at the start of the song with a newspaper journal being shown. The song visually refers to the Philadelphia sun sentel.

The song is both narrative and performance based. The reason being is because there is a main focus on Will Smith throughout the song while there is a little story attached to the lyrics of the song about Miami. 

Technical elements are used in the music video mostly the editing. There is a part of the music video in which fast editing is used.

Michael Jackson "The way you make me feel":

Michael Jackson's song "The way you make me feel" is another example I will use to explain how the Goodwin theory applies to it.

The song is R&B, the genre characteristic that is shown is the way the singer is acting towards the female character in the music video. Michael Jackson is acting in a romantic flirtatious way towards the female character to express his love and desire towards her.

In addition, the relationship between the lyrics and the visuals in the music video is very contradicting. The lyrics Jackson are saying shows his mood of love and affection, but the visual is a dark raining street which is the reason for the contradicting relationship.

The same thing could be said of the relationship between the visuals and music. The music is slow and upbeat, but the visual is dark and raining this is the reason why it is contradicting.

The music video contains close up shots of Michael Jackson as it is what his record label requires. This will increase his popularity and make him identifiable.

Notion of looking is strongly shown in the music video.  There is a voyeuristic treatment of the female body with the way Michael Jackson looking at her and the way he is interacting with her.

In this music video the inter textual reference that is his usually high pitched notes that he usually sings. He has used this in his other well known songs.

The music video is narrative and performance based. Michael Jackson uses his dancing skills which is represents the performance. There is main focus on Michael Jackson throughout the music video. Also, there is the story of Michael Jackson's attraction to the girl which is attached to the lyrics.

Technical elements used throughout the video mostly with cinematography, specifically with the pan shot.