Andrew Goodwin

Andrew Goodwin is a media theorist and the author of the 'Dancing in the Distraction Factory' book published in 1992. His theory consists of 5 key conventions of a music video:

• 'Thought beats', the way the song is structured and being able to understand the chorus and versus. The artists voice would be easy to identify and unique. The third step is the story the artist is trying to tell through their music.

• The relationship between the music and visuals- They can illustrate the meaning of the lyrics, disjuncture completely ignoring the meaning of the song and amplify by repeating images and camera shots throughout the video. An example of this is Arctic Monkeys 'Do I Wanna Know?' where sounds waves are used in time to the beat and Alex Turner's voice.

•  Narrative and performance of the song- He believed the artist should be involved in the music video themselves as a character or singing.

• Star Image- Lots of close ups and shots of the protagonist. A way of making the video more appealing to the audience by making them the centre of attention. Always presented in a unique way by the genres having their own own music video style. An example of this is Sia by her use of a cropped wig that is instantly recognised and by always using dancer Maddie Zieger in her videos with the same cropped hairstyle.

• Technical aspects- This helps hold the video together through editing, sound, mise-en-scene and sound.

By looking at Andrew Goodwin's theory means that we can refer back to him when it comes to our own music video, and by understanding the theory it will help us create a more professional piece as it will include the technical aspects that our audience will expect to see. What will be exploring in our own piece due to the genre we have chosen of alternative/indie, is editing on the beat, star image and narrative throughout our video as these are typical conventions of our genre and music videos.