Andrew Goodwin's Theory

Andrew Goodwin's Theory 

Andrew Goodwin has a theory that what the artist is trying to portray and the lyric. In his book named ' Dancing in the distraction Factory' Goodwin states out many features that the music video has when it comes to watching the relationship between the music video and the lyrics being heard.

Illustration 

Illustration is what you hear is what you see on the music video in other words the video directly corresponds to the lesser extent mood of the song or the lyrics which is shown to us in there music video. 

The main purpose of a illustration in a music video is shown very clearly here in this song made by jay z and beyonce because they show what you hear from them is what you see in the music video. In the music video you can see at 2:25 beyonce sings about how she would be with her boyfriend all the time and there in the video she is with her boyfriend supporting him all the way.

Amplification 

Amplification is where it helps the vibe of the song sound better and amplifies when it builds up from the intro of a song and music video.

The amplification is shown quite clearly in this music video because it starts off with a calm beat and then dies down but after you can hear the background music building up then the beat drops and just amplifies with a fast pace. The song is designed to make the style and the mood smooth and fast pace because of the genre is drum and bass.

Contradict

Contradict is when the lyrics goes against the song but still cuts to beat. Impressionist is a style that links in with contradict but also shows that the lyrics doesn't necessarily link in with song but cuts to beat.

In this video you can see that what they are singing goes against what happens in the the video because they are doing the opposite. The song still cuts to beat but still throughout the lyrics don't match whats going on in the video.

Iconography 

Iconography is used to for certain images or visual elements to some artist out there like vybz kartel he well known for his grime music that he makes.

The iconography for vybz kartel is that you can see that he is wearing designer clothes which connotes that that he is recognizable also he is wearing jewelery which represent that he is very rich. The artist is is with a girl which shows he is well known with women and they could be his target audience.

Close up

In most music video they would have close up of the artist because some of record labels would demand that to shows more identification and emotion which will make the artist very well known around the world if the record label helps them promote them selves world wide.

This video shows a lot of close ups allow the viewers to see the artists emotions through his facials expressions and throughout the music video.

Voyeurism

 This is about how different record labels and artists make music video mainly for the male gaze. 

This video shows a lot of women in the music video which shows that this video is trying to get the male gazers attention. The video also has the women dancing in the video to make it more eye catching for men.

Inter-textual

This is about when a media text refers to another video or program. 

Both music video show that some old songs have been twisted with other artists like for instance rita ora taking the song party and bull shit which was by biggie smalls.