Goodwins ideas about Music Videos

Andrew Goodwin spent years analyzing music videos and the music industry. He then put together a set of key features which applies to all music videos. Although not all features would appear in each video, at least one would fit in its purpose. These key features were then illustrated in his book 'Dancing in the Distraction Factory' in 1992.

Illustration is the simplest concept to base a music video around as it is just a visual mage that matches up with the lyrics being said. A good example is Owl City-Fireflies because at 00:29 as the word 'Fireflies appears on a toy gadget it is exactly when he sings the word. This then occurs again at 00:55 when he says 'Slowly'. Also at 1:19 as he says 'Fox Trot', he is pushing a button which is labelled for trop.

amplifying is when the video doesn't match the tone of the lyrics. For example, in 'Adele's-Someone like you', she seems to be emotional throughout the whole video but the song itself is about her getting over it and moving on. At 01:09 she says 'For me, it isn't over' which is a positive thing to be saying but she looks depressed which indicates no relation. This occurs a few times throughout the whole video.

Iconography is an action that is repeated throughout a music video and over many more of the artists video. This is like a trade mark to make something resemble them so they would always be remembered. Amy Winehouse's hair is a good example as it is her hairstyle in the majority of her music videos and it is still remembered now after her death. In 'Tears dry on their own' the first time you see her signified hair is at 00:09. This hairstyle is kept throughout the whole video and throughout many of her others.

Close-ups are a common feature in music videos to promote the sales for the single. It is to show the artist commonly throughout the video but is mostly used on female artists to show them as a sexual object to the audience other than a genuine artist. It is clear in 'Britney Spears'- Prerogative' as at 00:06 there is a close up of her straight away and then again at 00:10 of her lips which symbolises a sexual context. It then shows her at 00:38 as she is on a car bonnet in the water.

Voyeurism is to have a sexual appeal to the artist. This is commonly for women to gain a large male audience. 'What's my name' by Rihanna, in the supermarket at 00:16 is a back shot of her which is showing her as a sexual object as you cant see her face. Again at 00:44 is a close up to her thigh/ bum area which is a sexual appeal to the audience to get an attraction mainly from males.