This document outlines Andrew Goodwin's theory of 5 elements that are commonly seen in successful music videos. The elements include: 1) shots changing on the beat of the music to connect visually with the song; 2) a narrative that relates to the lyrics; 3) an identifying trademark of the artist; 4) close-ups of the artist; and 5) technical aspects like editing, lighting, and costumes that create mood. Following these elements can help ensure a music video fits with professional standards and appeals to audiences. Examples are provided of how different artists incorporate some of these elements in their own music videos.

1. Born in 1979 in Sydeny, Australia.
Andrew Goodwin, is a director of music, he’s notice
that within music videos certain features reoccur.
Goodwin's theory is addressed in 5 steps and
elements. These elements bring the attention of the
audience to notice and understand these things.
We need to take his theory into consideration when
creating our music video in order for it to be
successful if it was to be published professionally.
We want our music video to fit in with the music
videos for today.
Andrew Goodwin

2. 1. Thought beats- seeing the sound
Goodwin expected the audience to
want to see a connection with the
shots changing on the beat or on
every half beat and certain images or
phrases being repeated within
elements of the song such as the
chorus. This allows the audience to
understand the song as well as let the
footage flow well to the beat of the
music. Sometimes the audience make
a connection with film genres such as
‘Heavy Metal’ is connected with the
film genre horror.
You look so
dumb right
now
*clap*
change
image

3. In Beyoncé's ‘Best Thing I Never Had’ the story
line is based around, a dream about a wedding.
The shots change on the beat of the music and
the repetition of the chorus allows the audience
to make a connection, even though footage is
repeated the costumes are therefore a connection
is still made.
2. A relationship between the narrative
and the performance
Goodwin stereotypically expects the
audience to want to see a narrative
throughout the music videos. This
could be straight forward or slightly
abstract this is to show the different
meanings and connection between
the lyrics and music video. This has
the effect on the audience because
It allows the audience to create
their own interpretation of the
meaning of the lyrics.

4. Ne Yo trade mark is his various amount of
hats which he wears in his music videos and
red carpets. He is expected to wear different
hats throughout everything.
3. The star’s trademark
Artists often have a trademark, this
could vary between a certain style,
a highlight dance movement or a
certain phrase they us in each song.
The audience expect the artists
trademark to be within their music
videos and/or the front of their
single/album cover.
Our artist will need their own
trademark to fit in within the music
industry. The trademark is a sign of
success and fame, as smaller artists
don’t tend to have a trade mark.

5. Jason Derulo always has his face as the main
focus within his music videos. Jason is a
good looking male therefore attracts the
females however her physic also inspires
men to look like him. His image is shown
always singing or within the narrative he is
the actor.
4. Multiple close ups of the main artist
The audience expect to see
different shots of the artist within a
music video, whether it be a live
performance or a close up of them
lip syncing to the music. If the artist
is a female such as our artist, close
up are used in order to make the
female look more flattering and
attract the males through Laura’s
Mulvey’s theory of the ‘male gaze’.
This is effective because the song is
them labelled with the artist.

6. 5. Technical aspects
The editing within a music video, puts
all the footage together to make a
final music video which flows. The
right lighting, colour, mise-en-scene
and costumes all come together to
make the right mood and effect. This
is important because not all music
videos have a narrative however with
the use of the above creates its own
meaning and atmosphere. We would
like to have narrative within our
music video however I feel that we
will have some shoots where the
narrative wont be as clear therefore
these together elements will need to
be put in place.
Chris Brown’s songs are sometimes very
emotional therefore need to have the right
colour and lighting to create the emotional
mood. A screen shot above is from one of his
music videos as you can see the lighting is
dark and the look is mysterious.