Andrew Goodwin, formally known as Mr Andrew John Goodwin born in Hillingdon, Middlesex. Andrew Goodwin was the director of music and organist at Bangor Cathedral for 37 years. Andrew Goodwin had pretty strong opinons when it came to music video's in the music industry he believed that there were 5 key aspects that the audience should look out for.
These aspects are ;-
- Through the beats- Seeing the sound.
- Narrative and performance-Most music videos have a story or meaning behind them.
- The star image.
- Relations of visuals to the song.
- Techincal aspects of the music video.
Andrew Goodwin says there are 3 main ways in which music videos work to promote a song. Music video's promotes the song through the use of Illustration, Amplification and Disjuncture.I know right when I first heard these words I never had a clue what they meant and what they had to do with promoting a song. But I took the time to read over my notes and did my own research to find out just what these words meant.
Illustration- Music videos usually use a set of images to illustrate the meaning of the lyrics and genre. Dance is often used to express the feelings or mood in the song. -This is the common way to promote a song in the music video.
Amplification- This is similar to repeatability. Meanings and effects are manipulated and constantly shown through the video and drummed into our vision. It also occurs when the video introduces new meanings that do not contradict with the lyircs but does add layers of meaning.
Disjuncture- This is where the meaning of the song is completely ignored. It is like there will be very little connection between the lyric and video or where the video contradicts the lyrics.
Pop videos often have easily recognisable features. Another feature is the way women are presented as objects of male desire. This is particularly true of heavy metal and hip hop videos. Some artists such as Madonna and Beyonce deliberately present themselves for males to look at but what is different in their videos is that they directly look back at the viewers through the camera and they cease to be passive.
Videos also try and appeal to as wide an audience as possible without alienating the core target audience. Videos which feature older bands often show them in their younger days- but this would be the 60s and 70s so an older audience can still indentify them.
Lastly videos that are from songs written for particular movies often incorporates images from that movie in the video- just think of Celine Dion My Heart will Go On famously know from Titanic. More examples include Flo Rida's soundtrack from the Step Up movies, hits include Low from Step Up 2 and Club cant handle me ft. David Guetta from Step Up 3D.
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