Andrew Goodwin

Andrew Goodwin's Theory
Andrew Goodwin expresses that there are five key aspects to his theory which include:
1. The protagonist is centre of attention due to majority of camera shots and angles being based around them.  
2. There is a relationship between the songs and action within the music video. 
3. Thought through beat. 
4. narrative and performance of the song. 
5. Technical aspect of a music video. 

The fourth wall is nearly always broken with music videos, as though the singer is performing directly to the audience, in this way they become the main focus of the video. This can also be achieved through visual styling, for example unique fashion that draws the audiences attention to the protagonist. This helps to promote the performer to the public eye through the music video and therefore leads to better success through the well represented artist. 

Goodwin believes that the lyrics in the song are applied to the video and the character does exactly what the lyrics say which therefore makes for a more visually appealing video promoting the song. 

Thought through beat is essentially analysing the chorus and verses and categorising the genre of music then hearing the leading voice of the song and being able to identify it. finally the artist establishes a story within the song which is visually represented through the music video.  

Goodwin states that it improves the promotion of the music video if the artist features within it, either as the protagonist or singing, this creates a more realistic and engaging video therefore the song becomes more successful. 

There are many technical aspects that contribute to a successful music video. These range from lighting to colour which both contribute to the mood of the video, for example dark low key lighting with frequent colours of black, greys and dark blues would suggest a more negative video. The rhythm of the song is important for cut aways which give the video a more entertaining edge.