Goodwin's Theory

Andrew Goodwin, a director of music and organist, who has been involved with Television, radio and broadcasting knows the differences of these areas in media. He has a theory when it comes to analysing music videos, their codes and conventions and narrative structure. There are 8 main principles, which are: 

1) Links between lyrics and visuals. 
2) Links between music and visuals.
3) Genre Characteristics.
4) Inter-textual reference.
5) Notions of looking.
6) Voyeurism.
7) Demands of the record label.
8) Performance based, narrative based, or concept based music videos.

I have researched various different music videos and applied

some Goodwin's theory's 8 main principles to them. 

Links between music and visuals
On the right you can see screenshots from Paul Weller's music video for the song 'The Changingman'. There are various points in the video that fit into the particular principle but I felt this part did more than the others. During this part there is a strange guitar riff which is quite upbeat and different to the rest of the song. At this point as you can see, the images are pretty similar but one has been edited and appears quite psychedelic in the one screenshot. The lady in the video continues to dance but the colour/effect keeps changing very rapidly during the duration of the strange riff to which creates a link between the music and visuals, therefore fitting in this principle of Goodwin's theory. 

Links between lyrics and visuals

On the right hand side you can see the screenshot of a clip from Arctic Monkeys music video of the song 'Black Treacle'. At this particular point in the song, there is a link between the lyrics and visuals. As the lyric 'Black Treacle' is mentioned in the video, this image of a tin of Lyle's Black Treacle is placed down. A similar image was also in fact used as the album artwork on release of the single.

Genre Characteristics
Here is a link to the band Peace's music video for their song 'Bloodshake'. It fits into the 'Genre Characteristics' principle of Goodwin's Theory as I believe it's quite typical of the indie/alternative genre. To go with the music, the video is very psychedelic and different to what you might find in a pop video, which is what I feel the people who listen to this type of music/band will want to see. 

Performance Based

Here is a screenshot from Miles Kane's music video of his single 'Rearrange'. This particular section of the video is performance based as Miles and his band are filmed performing the song. Often, performance based videos are effective in getting the artist's feelings and gestures across to the audience. Fans of the band/artist like to see performance based videos as it allows them to actually see the artist's themselves rather than actors.