Andrew Goodwin's Theory

Andrew Goodwin States that there are 5 main aspects to a music video:
Through Beats
This is a way of seeing the song, how you visualize the music in your head. The artists voice is distinctive form the rest in the song. The artist takes the lead of a story teller, telling the story through the narrative in the song.
Narrative and Performance
The song itself doesn't tell the whole of the narrative. The narrative and performance should work together to keep the audience interested so that they don't get bored of the video.the artist acting as both the actor and performer helps to make the video more authentic
Star Image
This is a form of advertising for the artist as it puts their face to the music.artists want to look uniqe so that audiences remember them. Their star image develops over time.
Relation of visuals to the song
Videos are used to promote songs in 3 ways...
Illustrate- the lyrics and genre of the song is illustrated
Amplify- Meanings and effects are constantly manipulated so the viewer will remember them
Disjuncture- Where the song is ignored
Technical aspects
This is the combination of mise en scene, camera work, SFX, editing and sound and how they all hold the video together