Andrew Goodwin

Andrew Goodwin

Andrew Goodwin identifies 5 key aspects of music videos that the audience should look out for:

-       Sound

-       Narrative and performance

-       Star of image

-       Relation of the visuals to the song

-       Technical aspects of music video

The structure of the song needs to be taken into account, for example the choruses/verses.

Secondly, the voice of the song. The artists voice is extremely unique and can form identification or trademarks that would work well with the star image.

Lastly, Goodwin also points out the artist’s mode of address. Songs may be seen as stories and the artist becomes the storyteller, making the music video a two-communication device between the audience and the artist.


Goodwin believed that a music video can promote a song by the way it analysises the lyrics. This is shown in many music videos when a character does exactly what the song says. For example, in the song "My humps" by The black eyed peas, the song lyrics are My hump! My hump! My hump! My lovely lady humps! In the video, there is great emphasis on the curves of the womab's body.