Andrew Goodwin theory

Andrew Goodwin’s 6 Features of Music Videos

In His Book Dancing in the Distraction Factory Andrew Goodwin points out characteristics and features that can be found in music videos. Looking at a selection of music videos which can be recognised?

1.Music videos demonstrate genre characteristics.
(e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).

2.There is a relationship between lyrics and visuals. The lyrics are represented with images.(either illustrative, amplifying, contradicting).

3.There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.
(either illustrative, amplifying, contradicting).

4.The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

5.There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.

6.There are often intertextual reference (to films, tv programmes, other music videos etc). #

The music video is very much stereo typical of the genre. The music video includes females being provocative, money, big chains, alcohol, branded clothing, a lot of attention on the artist and his gang are in the video. The codes and conventions are very typical of a tap/Hip Hop music video. The strong tone and advocating of a gangster lifestyle is represented with the visuals and the glamorisation of that lifestyle is shown through the codes and conventions of a typical rap/hip hop video e.g. women, fast cars, money and expensive alcohol.

The video is related to the lyrics in a way that he is demonstrating what he is saying in the video. He is talking about having the prettiest women and having a lot of money complimented with fast cars which is shown in the video. Also he is talking about his 'gangster lifestyle' which is portrayed in the video by him making a video in his 'hood'  which is that of a stereotypical black neighbourhood.

The music is related to the visuals as the beat is slow at times and fast at times this is seen with the editing techniques used by transitions being made fast when the beat is going fast and going slow when the beat is slow. This allows a more fluent way of watching as it goes really well and in time with the music.

The artist isn't signed to a record label therefore self promotion is very important. Constant focus on the artist is important for business. The constant focus on the artist will show a level of importance and makes us as an audience concentrate more on what the artist is saying.


In the video the men are posing with the females almost as if they are a trophy and a sex object. The constant focus on the gold chains and branded clothing shows the constant reference to notion of looking.Also he looks in the camera and fixes his hair this shoes the importance of apperance.


There is inter-textual reference in the lyrics when the artist mentions the movie 'Lord of The rings' this will be popular as there will be Lord of The Rings fans potentially watching therefore will enjoy the song more. The artist and Movie production company who made Lord Of The Rings have no connection the artist mentioned as it would be entertaining for the audience.