Andre Goodwin's theory relating to modern music videos

1. ANDREW
GOODWIN’S
THEORYThe 6 key aspects of a music video
1. The music video demonstrates genre characteristics
2. There is a relationships between the lyrics and the visuals
3. There is a relationship between the music and the visual
4. The demands of the record label are met
5. There is frequent reference to the notion of looking
6. There are often intertextual references

2. Andrew Goodwin
• Currently a professor of cultural studies at the University of
San Francisco
• Published “Dancing in the Distraction Factory: Music
Television and ” in 1992 which illustrates the 6 key factors of
a music video
• Explains how music videos are constructed through the link
between the lyrics and visuals as well as the song and artist
• Published a number of articles on media and cultural theory
as well as having interests in
• Media Aesthetics
• CulturalTheory
• Popular music
• “Music videos ignore common narrative as they are
essentially advertisements. As consumers, we make up our
own meaning of a song in our minds: a music video can
anchor meaning and gives the company/artist a method of
anchoring meaning” – Andrew Goodwin

3. THE MUSICVIDEO
DEMONSTRATES GENRE
CHARACTERISTICS
For the song I will be using for my music video –”Sincerely, Me” I will be looking into the characteristics
associated with the pop genre.This will include looking into how key microfeatures are used and applying
them to my music video. Also because the music I am using does not already have a music video to go
with it as it is part of a musical production, I will need to use my own creativity and initiative to present
similar ideas and concepts as the musical production. As a comparison, I will be using “Shut Up and Dance”
byWalkThe Moon to help identify key characteristics of a pop music video.

4. Mise-en-scene
“Shut up And Dance”
■ Multiple scenes and situations as well as some costume changes
to match.
– Shown in the shot of a wedding sequence where both are
dressed in traditional wedding clothes (See image 1 on next
slide).
■ Themed throughout the video.
– Although the music video was released in 2014 they have
heavily implemented an 80’s aesthetic with the haircuts
(specifically the mullet haircut), clothing and vibrant, over
the top colours and effects (see image 2 on next slide).
Especially pixel/8 bit items like the boxing glove and heart.
■ Typical pop genre storyline – love, relationship and the idea of
losing someone to another.
■ A common location for very upbeat and dance style music is in a
club/party which is used in this music video as it also fits with the
style of music and the lyrics being mainly about meeting at a
club/party.
– The entire video is shot featuring this club/party scene
however also uses exaggerated effects and colours which
are common in this kind of location.
■ In a lot of the shots, both of the characters are scene together or
generally interacting with each other. A lot of the scenes in the
music video show a romantic attraction based around
relationships and wanting to be together, paired with the
generally happy expressions (see image 3 on the next slide) and
storytelling of falling out of love before getting back together
(see image 4 on the next slide).
How I will apply it
■ The music video I will be producing is based around the pop genre,
however because the music is from the musical stage production of “Dear
Evan Hansen” I have the opportunity to include both pop and my own
aspects and features into the music video to match the themes and ideas
presented in the musical.
■ Because I will only be using one location, I will be needing to use a similar
filming style to the one used by “Shut upAnd Dance” where I use multiple
angles, shots and movements to create interest for the audience.
■ Unlike the “Shut up and Dance” which uses an 80’s theme throughout the
music video, I plan to use a more teenager and upbeat theme as well as
incorporating key aspects of the original musical production.
– These aspects will be by representing a character as an animated
‘ghost/spirit’ that interacts with the live action characters. I will
design this animated character to have similar/the same clothing and
appearance as the character in the musical production.
■ The point of the song I will be using – “Sincerely, Me” – is meant to be a
comedic and light-hearted song with one of the characters – Jared
Kleinman – making jokes and playing up wild possibilities that involve Evan
Hansen and Connor Murphy.This song, as well as the other in the musical,
match this dark contemporary territory that addresses teenage suicide and
familial angst. I want to show some of these concepts in the music video I
produce to keep it as true to the original musical production as possible.
■ When it comes to representing the characters, I will need to keep in mind
the key aspects of their clothing and style, this will mainly apply to the two
live action characters –Evan Hansen and Jared Kleinman.

5. Image 1
Image 2
Image 3
Image 4

6. Cinematography
“Shut up And Dance”
■ In much of the music video to “Shut up and Dance” the shots focus on
close ups of the face (sometimes shoulders) and long shots that show
the full body. It often also combines the two, like for example image 5
(see next slide) where greenscreen editing may have been used as well
as a mirror effect to show the main singer’s face but also have context
to the relationship storyline in the middle which uses full body shots.
– Fully body shots would be used for this kind of situation in the
music video as it gives more context and looks better rather than
using medium shots where only half the body is showing.
■ A wide medium shot is used in the beginning of the music video which
starts as an establishing shot however keeps the focus on the main
singer which a long or crane shot wouldn’t do very well in a club/party
setting (see image 6)
– However the lighting and production effects contribute to this
focus on the main singer as many of the background figures are
blurred out by the smoke or the lighting not showing the details
of the face and clothing.
■ Before the music video actually starts, a short scene that supplies the
viewer some context to the scene as a whole and the attitudes
presented by the character. It also includes a title in the centre of the
frame featuring the song and band name.
– Overall from the short introduction the main singer/character is
presented as awkward/shy through his way of body posture
looking uncomfortable and saying ‘Hi’ to people that pass him
who immediately ignore him.This idea of an awkward character
is shown and emphasised by putting him in the centre of the
frame with a medium wide shot that show him alone in a large
crowd (see image 7).
– A small framing technique is also used in this shot with how the
shadows of two people either side of the camera also emphasis
the focus on him (see image 7).
How I will apply it
■ Because of the enclosed space I will be using as it is all in one location to match the
original musical production, I will be using various dynamic and interesting shots to
match the beat of the song as well as keep the audience interested.
– For this I will be using close up shots and possibly extreme close ups with the aim
of showing emotions and reactions to key parts in the song.These ‘reaction shots’
could be used to show how Evan Hansen reacts toJared Kleinman’s jokes or the
wild possibilities and assumptions he puts forward.
– Another key aspect in the song is the upbeat chorus and the dance that is
associated with it from the musical with how all the characters come together to
sing it by the end. A good way to show this is by using a long shot as it also
established the location and where the characters are in relation to each other.
■ I have the opportunity to use the beginning before the lyrics start to use an establishing
long shot which can show the location, characters and give any extra details about the
situation.
– Using this establishing shot I hope to present the key concepts associated with
the original musical with showing a teenager’s room, items commonly linked with
them and the attitudes and personality shown by the character’s body language,
style and clothing.
■ By finding the script before the song starts in the original musical, I could possibly
include a similar aspect that is used in the beginning of the “Shut up and Dance” music
video where context is given to the audience and the characters are briefly introduced.
This addition to the music video will need to use a section of the script to be preformed
during filming which can help give more context and show the personality of the
characters.
– However after looking at the script that includes the section before the start of
the song it features a part that isn’t really relevant to the song as it is a scene that
focuses on the suffering relationship between Evan Hansen and his mother. But,
there is a part before this where both Evan Hansen andJared talk about what to
do about the letters that don’t exist, although another character is included in
this conversation they do not provide much context to the situation or contribute
to the song “Sincerely, Me”.There is also some parts of this conversation that are
not relevant so I will need to cut parts out to match the context of the situation
but keep the same idea.This conversation can be used at the beginning of the
song to establish the situation for people who do not know about the musical or
haven’t seen it and need context. See the next slide for the script I will be using.

7. Image 5
Image 6
Image 7
Script that will feature before the start of the song:
EVAN
They invited me over for dinner they wanted to know
more stuff about me and Connor…about our…friendship
JARED
What are you going to tell them!?
EVAN
I mean, the truth
JARED
The truth? Really?
EVAN
Well what do you expect me to do? Just keep lying?!
JARED
I didn’t say lie!All you have to do is nod and confide and
whatever they say about Connor just nod your head and
say ‘Yeah that’s true’. Don’t contradict and don’t make
shit up! It’s fool-proof. Literally nothing I tell my parents
is true and they have no idea
EVAN
They were so sad, his parents, his mom was just...(long
pause)…I’ve never seen someone so sad before
JARED
Well good thing you’re about to tell her the truth about
your fake letter, I’m sure that will cheer her right up
[Cue ‘Sincerely, Me’]

8. Editing
“Shut up And Dance”
■ The order of the shots in the music vide to “Shut up and Dance”
present the storyline of the music video.
– Starting with the main singer being awkward and feeling out
of place, to finding a girl he goes “head over heels” for and
the life they beginning to live together or what he hopes will
happen. However, it also shows a lack of love or falling out
and the ‘competition’ with another man to win back the
woman’s love.
■ The first encounter shots within the first few seconds of the music
video cut between both the main singer and the love interest.
These shots are mainly from their perspectives and lead to a build
up and establish a relationship between the two.
■ Another effect that is repeatedly used in the music video it the
continuity shots that show the main singer being hit with an
oversized boxing glove in time with the beat (see image 8) which
then shows him moving from the direction of the boxing glove
towards the girl as if he’s just been hit (see image 9).
– This concept is used repeatedly throughout the music video
in different shots.
■ During part of the music video (which is not featured in the track
itself) there is a long shot duration which can link back to the
awkward and somewhat clumsy personality of the singer’s
character shown in the first part of the music video.This adds to
the narrative and relates back to the beginning of the music
video, it can also link to the storyline in how the woman ‘fell in
love’ with the character’s clumsy and awkward personality (see
image 10).
How I will apply it
■ The way that the lyrics are set out and the location I have decided for
my music video to take place I have the option to include a lot of
editing techniques that will add interest to the music video as a
whole.
– Because the music video also includes talking which breaks up
parts of the song where Evan and Jared are joking or messing
about that add to the character’s personalities I could include a
similar editing technique to the ones used in “Shut up and
Dance”.This would be the part where the main singer in “Shut up
and Dance” begins acting awkwardly in front of a large crowd,
this breaks up the song and part of the music video for comedic
effect. I feel this kind of technique will work well with the style
and characters featured in “Sincerely, Me”.
■ There is a lot of back and forth between Connor, Evan and Jared
throughout the song, this means I can use a similar technique in
which I cut back and forth between the characters (mainly with
medium shots and some close up shots if I want to show reactions of
facial expressions for certain parts of the video).
– This is an aspect I particularly want to use for the breaks in the
song where the characters are talking or correcting
themselves/each other.
– These kinds of attitudes and behaviours are commonly
associated with teenagers or typically awkward characters and I
would like to be able to represent that in how the characters act
and are portrayed in the original musical

9. Image 8
Image 9
Image 10

10. Semiotics -
“Shut up and Dance”
 11 - Little black dress:The “Little Black Dress” (LBD) represents or is
mainly used for seducing men at social engagements (in this case at a
club/party). In the video the woman uses this dress to show off and a lot
of the time she radiates confidence that is often associated with the
LBD.
 12 –Wedding/vows:Weddings and wedding rings are often associated
with the idea of eternal love and bonding between two people through
marriage.This scene shows both people looking very happy and excited
about their wedding day before leaning into a kiss which usually seals
the wedding.Vows can be used as promises to the other person for
example to look after them through tough times they may have had.
This type of symbolism can add to the symbol of romance and love that
is consistent throughout.
 13 – Heart: A common symbol of love or romance is the use of the heart
in this rounded and unrealistic design.The action to use this symbol
multiple times throughout the music video can emphasis the love and
romance that is clearly shown throughout. Although an actual heart is a
core organ that pumps oxygenated blood around the body, the symbol
of the heart being used to represent love didn’t come about until the
15th century, becoming more popular in the 16th century.A large portion
of the hearts used in the music video are in an old 8-bit/pixel style which
can relate to the 80’s style the music video presents overall.
Image 11 Image 12
Image 13

11. Semiotics - Dear Evan Hansen –
Sincerely Me
■ How I will apply certain semiotics:
– Arm cast:The idea of a broken bone (mainly in dreams) can be a way of
symbolising the loss of power or control someone has in their life. Evan
Hansen breaks his arm by falling out of a tree, that’s what he tells
people, however the reason for why he fell out of the tree was because of
a suicide attempt.The cast wrapped about his broken arm can be a
symbol of this and a consistent reminder of his failed attempt which can
be shown as both a positive and negative impact on Evan’s life
throughout the musical.
– Ghost character (Connor): Ghosts and especially ghosts who have a
relation or friendship with the character can be a way to express guilt
and at multiple points in the musical Evan talks to the ghost of Connor
Murphy. However, Connor does mention later in the musical that Evan
can always just “get rid of” him so it shows that it is Evan that is keeping
him around but also brining him motivation in order to keep Connor’s
memory alive. Overall the use of a ghost character can symbolise the
expression of fear for Evan has he falls into more of his own lies that only
causes him more panic overall.
– Letters/emails: Usually a symbol of communication and
forming/maintaining relationships the fake letters/emails that Evan
makes up to try and make Connor’s family happy builds is the kick starter
to Evan’s lies and trying to give a false solution to the problems
surrounding Connor’s suicide. In the context of the musical, although
letters/emails show communication and relationships, the musical
contradicts this idea because of the letters/emails being written by Evan
to give to Connor’s family because of a lie he told Connor’s parents about
them both sharing letters to each other.

12. THERE IS A
RELATIONSHIPS
BETWEENTHE LYRICS,
MUSIC ANDTHEVISUALS
The relationship between the lyrics and visuals in a music video can be separated
into three categories for how this technique is applied: amplified, illustrative,
contradictive. Each show different ways of representing the lyrics through visuals
or completely ignoring them entirely

13. Amplified
By amplifying the way the lyrics are
represented through the visuals of the
music video it often shows a more
exaggerated and over the top aspect of the
lyrics.The music videos will try to take the
lyrics as literally as possible and amplify
what is said to create emphasis and to wow
the audience with extragenetic gestures,
actions or effects.
An example of this kind of technique of
amplifying the lyrics is using special effects
during the lyrics repeating the word “Roar”
in Katy Perry’s music video of “Roar” which
creates the image of a tiger roaring above
Katy Perry’s persona in this situation.This
scene is dramatic and can be considered
over the top for how the character is
portrayed and how powerful the scene is as
a whole.

14. Illustrative
This type of music video that uses an
illustrative type of link between the visuals
and the lyrics sets up a very clear and
simple relationship between the two.The
use of this style of music video makes it
easy to follow for the viewer and often
applies visual objects or actions to match
the lyrics.
An example of this style of relationship is
Macklemore and Ryan Lewis’ music video
of “Thrift Shop”. In this video the character
quite often points out purchases he’s made
or is interested in. At one point saying in
the lyrics “they had a broken keyboard, I
bought a broken keyboard” before
gesturing to said item in the cart next to
him.

15. Contradictive
The contradictive technique for linking the
visuals to the lyric can often be quite surreal
and sometimes random in terms of not
having any obvious link to the lyrics entirely
the most music videos do.
This technique can be shown in the music
video to Ed Sheeran’s song “Thinking Out
Loud” which does not have much in terms
of visual links or representation to the lyrics
however does portray a theme of love and
longing which is also presented in the lyrics.
The music video as a whole is a dance
performance by Ed Sheeran and Brittney
Cherry (a professional ballroom dancer) to
perform a very intimate and romantic
dance routine to illustrate the love theme in
the song but without the aim to create
illustrative visuals for the lyrics.

16. How I will
apply a
relationship
between
visuals,
music and
lyrics
I feel as though it will be fairly easy to show a relationship
between the visuals and the lyrics in the music video I will
produce of “Sincerely, Me” from the musical Dear Evan
Hansen.The main object included in this music video will
be the concept to the letters/emails that Evan Hansen
and Jared Kleinman start writing in the song. I can include
this either in a physical or digital form or possibly present
the transition from digital to physical in a way that would
seem interesting to the audience as well.The music video
will follow closely to the musical performance however
will take a more illustrative and contradictive approach to
the visuals and how they will link to the lyrics.This will be
a similar to Ed Sheeran’s music video of “ThinkingOut
Loud” where it is mainly action and character based to tell
the story however will also include aspects of the
illustrative technique, like in “Thrift Shop”. I will include
the characters singing the lyrics and conversing following
the original lyrics to the song in a similar style to “Thrift
Shop”.As the shots for the music video will be more
focused on the character’s actions, movements, reactions
and their part in the song rather than specific objects like
in “Thrift Shop” I feel as though my music video will be
enjoyable and hopefully realistic in terms of how the
characters are played and their relation to the lyrics.

17. THE DEMANDS OFTHE
RECORD LABEL ARE MET
To bring a unique style to the video and appeal to the audience, featuring the artist of the song the
majority of the time. Goodwin referred this to be a key part of a music video as shows how they are
portrayed to the audience through the costumes, body language and appearance. Multiple shots (usually
close up) of the main artist is vital to promote the artist and their style to their target audience.

18. Shut up and
Dance• In terms of making a consistent and
recognisable style that the audience can
recognise from the singer,WalkThe Moon
singer, Nicholas Petricca, has a similar hair
style (a mullet) in the majority of the music
videos produced byWalkThe Moon.This style
is manipulated in colour and style but keeping
the same appearance that contributes to
Andrew Goodwin’s theory of meeting specific
requirements to meet record label demands.
• This includes how throughout multiple of the
videos, close up or mediums shots of the singer
to attach certain styles and appearance aspects
to this character so it can be used in other music
videos to link them.
• Another key aspect that can relate to the
singer style is the clothing but also the
clothing of the band as a whole and some of
the background characters.This is because a
lot of the music videos include some
extravagant and over the top styles and
clothing choices.This is especially relevant to
the music video to “WorkThis Body”

19. • A key aspect that I will be including in
my music video which links to
Goodwin’s theory of meeting the
demands of the record label will be
incorporating certain clothing styles
that are similar to the ones used in the
official musical production.
• It may be better to create design sheets
of the clothing and styles I want to use
for the characters and a character sheet
for the animated ghost character.This
character sheet will include the design
concept, clothing, key expressions and
movements.
• I will need to use a lot of mid shots for
this music video as the recognisable
features of the main character (Evan
Hansen) like the stripped shirt and cast
with the text “Connor” written on the
side.To be able to include these in
multiple shots I will need to use mid and
close up shots.
Dear Evan
Hansen

20. THERE IS FREQUENT
REFERENCETOTHE
NOTION OF LOOKING
The notion of looking can link to both the action of the singer looking into the
camera, but also includes the ‘Male Gaze’ and seductive shots of a male/female
body. It can also include the use of props and effects that increases the impact of it
and can include some voyeurism.

21. Notion of Looking
■ The notion of looking can include the
singer/main character in the music trying to
involve the audience by making eye
contact with the camera on multiple
occasions of the music video.
– The direct gaze from the artist can
encourage the viewer to feel more
involved and as if the artist is talking
to the audience.
■ Using props can also influence the
reference of looking, these can include:
– Mirrors
– Television screens
– Cameras
– Telescopes
– Binoculars
– Magnifying glasses
■ A key aspect involved with the notion of
looking is inclusion of voyeurism in most
modern music videos, it is widely used for
sex appeal to benefit sales and views.
– The majority of the time, it is a women
performing or acting seductively, men
in similar situations do not act the
same way or are presented similarly.
Male Gaze
■ Linking to many music videos including
voyeurism and similar aspects it can link to
Laura Mulvey’s Male Gaze theory.
■ This theory points out that in many modern
music videos which are very sexualised, the
viewer must watch from the point of view
of a heterosexual male.
– This is especially back up by how the
camera in music videos often “linger”
on the curves of the female body.
– This can reduce women in music videos
to objects and be seen as being
exploited in some music videos and
can force female viewers to experience
the music video in a second narrative –
through the eyes and identification of
a man.

22. Dear Evan Hansen and the relation to
the notion of looking
■ In terms of including the notion of looking, I will only be including aspects of looking into
the camera and some of the ‘male gaze’ features for comedic effect as the song is not
serious and is presented as the most light hearted and comedic song in the musical as a
whole and I want to present that through using these features.
– I can use shots of Evan Hansen, Jared Kleinman and/or Connor Murphy looking directly
into the camera through a means of presenting reactions and body language that will
represent the character’s personality and how they feel about the situation. Overall I will
only be using this action of making eye contact with the camera to act in a similar way to
a live studio audience of a comedy show (like Mrs Brown’s Boys) or in a similar way to the
official musical production which has a live audience which can laugh and react to the
events in the musical.
■ I will briefly include a shot that can be associated with the male gaze however keep the
comedy portrayed by the characters and lyrics.
– This will with the lyrics “My sister’s hot” which is part of the joke thatJared Kleinman
puts in to tease Evan Hansen about likingConnor Murphy’s sister. For this I may include
part of the male gaze where I focus on the curves and appearance of the female body
which is portraying Connor Murphy’s sister in the music video.

23. THERE ARE OFTEN
INTERTEXTUAL
REFERENCES
It is not uncommon for direct references through the visuals or lyrics of a song to another
media or subject presented in media.This is often used to encourage and engage a particular
type of audience and provide them with the satisfaction of recognising it

24. Inter-textual references in Dear Evan
Hansen, “Sincerely Me”
■ Although I will not be using inter-textual reference in the music videos I will be overall
representing and referencing to the original musical production.
– Firstly, there are often inter-contextual references throughout the official musical
production to other media, this is because the characters are portrayed as being
older teenagers which makes it common for them to have a lot of knowledge about
media,Tv shows, films and music.
■ However, I could include some inter-textual references through subtly visuals like
through background posters, items and clothing that refer to the original media text.
Like for example a Iron MaidenT-shirt or aTARDIS model referring to theTV show
DoctorWho.