In Andrew Goodwin's theory, he pointed out 5 key aspects which he wanted the audience to spot when watching music videos: Through beats, Seeing the Narrative and Performance, the Image Relation of visuals to the song and finally, the technical aspect of music videos.
Through the beats, we are looking at the music itself. Goodwin suggests us to take into account the structure of the song. Moreover, the voice is crucial as it gives a trademark/idea of the song and who it is. The music video can also work out to be telling a story; so the artist telling it and us listening.
Most songs don't give us a complete narrative. Hearing it first time will only give us assumptions as to what the song really is.
The audience need to believe that the video is authentic and so the artists lip sync and other actions must be perfect.
Andrew Goodwin also believed technical aspects hold the music video together through use of camera work, movement, angle, mise- en -scene editing, sound and special effects.
Speed, camera movement, editing ,cutting and post production are all forms of use of camera. Lighting and colour help set moods and emphasise key moments of the song for dramatic effect Mise-en-scene, the setting of music videos is vital, it needs to look authentic to attain professionalism .
Beats, music videos use cuts to go with the beat or rhythm making the video more entertaining.
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