Goodwin's Priciples

Andrew Goodwin has 6 principles in his theory these are:

• Genre Characteristic's- this is when the genre of the artist or band corresponds to what the music video will be like for example in a rock bands video you would expect them to be performing and have the camera on them as a band at all times.


• The relationship between lyrics and visuals- Goodwin suggested that all lyrics in a song will make a constant reference to the visuals in the video, this reinforces what they lyrics mean, an example of this is Plan B's 'She Said' the lyrics, 'so now up in the courts pleading my case from the witness box', In the video you see the character in the video, in a witness box pleading his innocence.


• The relationship between music and visuals- this is when the music in the video speeds up with lyrics/artists singing, an example of this is The Doves 'There goes the fear' the music speeds up and the visuals speed up in fast motion.


• Demands of the Record Label- Record labels have control over how their artists are represented and how they look, they can control what they look like in their music videos. There’s a demand on the part of the record company for lots of close – ups of the main artist/vocalist.
  
  
• Voyeurism often plays a major part- There is likely to be voyeurism, particularly in the treatment of women.
  
  
• Music genres have their own music video style and iconography