Andrew Goodwin - Dancing in the distraction factory

In Andrew Goodwins book "dancing in the distraction factory", he presents a theory stating every music video consists of 8 main principles. These are; links between the music and the visual, links between the lyrics and the visual, displaying typical genre conventions, an array of intertextual references, thee notion of looking, voyeurism, record labels demands and the music video will be either narrative, concept, or performance based. 

Links between music and visual

Goodwin states that the music and the visuals of a song are interlinked; meaning that, for example, if you were to watch a music video to an upbeat fast paced song, you are likely to see visuals such as a dance sequence, this is to represent the style of the music to the audience.

Links between lyrics and visual

Goodwin goes on to suggest that music videos will either amplify, contradict or illustrate the lyrics of the video.For example, music videos such as use the misce en scene of the video such as props or location to illustrate the lyrics of the song, in the song Topman by DE'WAYNE as he says "to be the man on top of the hill" you see him running up a hill. Visuals that amplify the lyrics are intended to enhance the amotion and meaning behind the lyrics, allowing the audience to understand better, for example if someone was singing about missing someone, you may see visuals of someone looking longingly at a photograph of said person they miss. Visuals that contradict  lyrics consists of imagery that show the complete opposite to the lyrical meaning, for example if there was lyrics about someone being alone but the visuals are of the person with a romantic partner.

Display of genre conventions

As a general rule, music videos follow conventions of their genre. For example pop punk music videos are largely performance based. The whole band is often shown, with close ups of the instruments, close ups of the lead singer whilst other band members often are shown using mid shots. The artists are portrayed in typical rock/punk inspired attire. An example of these conventions being used is misery business by paramore, the band members are shown wearing genre typical clothes along with genre appropriate shot types.

intertextual references 

Goodwin further suggests that music videos will reference other forms of media. A good example of this is the song Will by Joyner Lucas. Throughout the song he both lyrically and visually shows references to productions containing Will Smith, for example in one lyric he says "I think i'm a prince" and is recreating the beginning of the opening theme of The Fresh Prince of Bel-air. This represents the songs emphasis on Joyners gratitude and how he idolises Will Smith.

Notion of looking

This is the illusion the singer/artist creates that they making contact with the audience through the camera and allowing them into this snippet of their life, this is created through actions such as eye contact and pointing. This makes the audience feel more personally connected to the artist and therefore makes them immersed in the video. A good example of this is Topman by DE'WAYNE, he makes eye contact with the camera whilst he is sat down, this makes the audience feel closer to the artist, allowing them to feel empathy for him. 

Voyeurism

This is the idea of getting sexual gratification from looking, this is often reffered to in Laura Mulveys theory of Scopophilia and the male gaze (see in post in film studies). A large amount of these techniques are used in music videos to make women more visually appealing for men, these are used more in some genres of music than others.