RESEARCH: Andrew Goodwin's theory applied to music videos

Thought beats as in visualising the sound in your head
Narrative and performance
The "Star" image - so making the key artist/band the main aspect of the music video just by using key performance shots to make them more prominent.
Technical aspects of music video.
Relations of visuals to the song.

Thought Beats

First of all look at the music itself. Take into account its structure e.g. verses, chorus, bridge, refrain.
Second of all look at the voice of the song. The artist featured in the music video has an extremely unique voice which identifies with the audience. Also can act as a trademark which works well with the star image.
Lastly, Goodwin points out the artist's mode of address. There is a narrative in the music video, that which tells a story to the viewer. The artist is perceived as a storyteller in this sense, and therefore the music video acts as a communication device, one which tells a story and the audience responds by listening to it.

We do not get treated to the complete narrative of a music video! Only a fragmented gist of the narrative of the song can be achieved. Other individuals can make up theories about it or generate their own ideas about what the meaning of the song is.
Coherent repeatability - like an earworm in someone's head. Encourage viewer to watch video as many times as they like without loss of interest
Narrative not important in role of advertising.
Artist acts as both narrator and participant - increase authenticity - however lip syncing and mimed actions are core of music videos. Inject ideology to the audience that 'this is real'.

Vital aspect of music videos
Meta-narrative - describes development of star over time - vital part in music video production process while still appealing in a unique way they are portrayed to the audience.
Star image is very unique in the way they are presented e.g. Abél Tesfaye (The Weekend)'s hairstyle, other costumes, moves and appearance.

This helps to promote the artist's star image in public, also promoting the video in a dual role whilst creating a public reputation for the artist.

Illustrate - most common aspect of music video - set of images in music video
Amplify - related to repeatability - manipulating meanings and effects constantly shown throughout video. Constantly drummed into our heads.
Disjuncture - ignore meaning of the song so narrative is not made important at all.

Goodwin discusses this feature as the glue which holds music videos together through the use of mise-en-scene, editing and visual effects.
For example, lighting and visual effects help to set the mood for a music video. The Courteeners' "Are You In Love With a Notion?" uses sparking visual effects during the chorus to create a dramatic visual emphasis and thrill the audience.

Mise-en-scene is also used to benefit the music video production. Another vital aspect - helps the artist gain authentication, making his work appear more professional - THEY STAND OUT MORE TO THE AUDIENCE...
Beats of the song create effective cuts that complement the rhythm which entertains the audience.