Andrew Goodwin - Max Dandy

The Theory

Andrew Goodwin is a media theorist, his theory 'Dancing in the Distraction Factory'outlines how there are key features that need to be focused on when analyzing a music video. 

The first point is whether the visuals in the video illustrate, amplify or contradict the lyrics, for instance if the visuals were to illustrate the  lyrics, the actions in the video would closely match what the artist was singing about throughout the duration of the video.

Next, is the relationship between the song and the visuals, the same as before, the song can either illustrate, amplify or contradict the visuals. In relation to which music videos do which, each genre will have a typical music video style that each will tend to follow, to create an example, in the genre of pop music, the producers will typically choose an illustrative music video, as this type is best received by the audience.

There are also certain technical aspects that need to be considered, if the music video has a narrative it will be much easier to watch for the audience, this increase the chances of them having an overall positive opinion of the song. If the music video had little or no narrative, the audience will struggle to follow it and could become bored or uninterested.

As well as this, the artist will stay at the center of attention for the majority if not for the whole music video. This is done through use of stylish costume, unblemished make-up, jewelry, expensive cars, and generally anything that will make them stand out from the rest of the people in the music video. Close-ups of the artist will also keep them in the limelight.

Three further steps are taken to look into the meaning of each verse and chorus, next is if the artist has a characteristic that makes them unique such as their style or voice that allows them to maintain stardom. In the modern age of pop music, a husky voice may be seen as unique and the sound that certain record labels are looking for. The final stage is breaking down the message or story the artist is trying to tell the audience.

From this, Goodwin claimed that their were three different types of music video; Illustrative, Amplified and disjunctive.

Here are some examples of each.

 Illustrative -



In terms of media Theorist Andrew Goodwin, an Illustrative music video is one that cuts on the beat of the music and uses images and footage that convey the messages that the lyrics are giving (video is very literal to what the artist is saying). Furthermore, in a music video of this type, Goodwin claims that the Band or artist should dress as expected (like a generic pop star), in modern fashionable clothing that is loved by the general public. This type of music video is very common in the industry as they are the most popular and are arguably the most easy to produce.

Amplified


An amplified music video will either cut on the beat or off the beat in specific areas to emphasize features. The visuals will amplify the lyrics and their may be some hidden messages. The band or artist will usually take on fictional roles in this type of music video.
Disjunctive 



In a disjunctive music video, the video typically cuts off the beat and the visuals will relate in little or no way to the lyrics. The artist(s) will take on roles or images that are completely unrelated to them. This is why the type of music video is used for Drum and Bass tracks as the image of the artist is less important in that genre, unlike pop music where star image is everything. Pop musicians will be unlikely to ever use this type of video.