Andrew Goodwin

Goodwin's music theory:
"Music videos ignore the common narrative as they are essentially advertisements. As consumers, we make up our own meanings of a song in our minds; a music video can anchor meaning and gives the record company/artist a method of anchoring meaning."
What he means by this is that everyone can look at the lyrics of a song in a different way, people often relate the lyrics of a song to situations they either they are in or have experienced. This gives people their own perspectives of a song, but companies use music videos often to show what the song means to the artist.

Goodwin has six different conventions within a music video.
1) A relationship between lyrics and visuals, which illustrate, amplify or contradict the lyrics.
2) Through beats, seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music).
3) Genre-related style and iconography present.
4) Multiple close-ups of the main artist or vocalist; the creation of a star image to promote a recognisable brand image.
5) Voyeurism often plays a major part, especially in relation to females.
6) Intertextual reference to other media texts may be present, especially in humorous videos.




Jessie J's "Price Tag" is a good representation of Goodwin's music theory because the video uses the contradictory text of the theory. This is shown when the lyrics are "It's not about the money" while the artist is dancing in front of a tree with dollar notes falling from it. This is contradictory because the song is about not needing money to have nice things and the visuals are constantly showing a lot of money.