Andrew Goodwin is director of music videos. He had produced many music videos related to various categories and genres.After years of service in many world class music institutions, he introduced his own theory “Goodwins Theory of music video”, in his theory he have given a description of ingredients which are required for all directors and producers to make an successful music video. The theory is presented below, “Music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos.
1. Music videos demonstrate genre characteristics.
The genre of INNA music video “Sun is up” is based on Electronic and Progressive house, in her video both music and lyrics genre seems clear relation with music video.
We have planned to show relation between song genre and music video genre, we want to make sure that the song in electronic house than music video should contain visual where it seems to viewer that lyrics, music and the video have relation and match to each other. I can explain you by giving example of
All the people tonight put your hands in the sky,
Come on boy, come and get in,
The rhythm music will take you high.
What I'm feeling about you,
I love you, don't know why.
Everybody come and get in,
The rhythm music will take you high.
We have planned to shoot for this lyric in London club and in party at our booked location, where people will be presented in video as having fun. This planned shoot in club and party will reflect our video as electronic genre same as song and this will create the relation between song and the music video. This is just a one example to make you understand our production plan. 
London club
2. There is a relationship between lyrics and visuals.
According to Goodwin theory, there is relation between visual which we as an audience see in video and the lyrics which we audience hear with the video. Basically every music video must demonstrate according to the lyrics e.g. if the lyrics is about having fun in weekend, than video should contain some visual of club or any suitable place where they can show that people are having fun, and essential to the lyrics.
As group we have decided to do video on ‘Sun Is Up’ by INNA, and I have planned to apply ‘Goodwin Theory’ on our video. We have to produce video, which have to be different from to INNA original video. I have analysed ‘Sun Is up Lyrics’ in detailed, and I made some notes on where it will be suitable for us to shoot. We chose more than five places which are perfect suitable for shooting, below is list of location with the list, e.g.
Location: London streets, outside clubs- Night/Day time.
All the people tonight
Put the hands in the sky
C'mon boy, c'mon and get the rythm of the music high
Wanna feeling about you,
I love you and I don't know why
Everybody c'mon and get the rythm of the music high
As you can see above that we are going to shoot in London streets, outside clubs- Night/Day time to make relation between lyrics and the video, and that’s what Goodwin’s ‘relationship between lyrics and visuals’ is all about.
London street
3.There is a relationship between music and visuals.
According to Goodwin theory music must relate to visuals, the meaning of saying that is, if the music is based on sad violin tune than video should also present sad moments in the video, not like sad tune and visual of happy moments.
Goodwin actually wants to make it clear that if there is no rules in production of music video than strange things will happen. Let me explain you what I mean with the example, imagine if "Black Eyed Peas use music of their song “I gotta feeling” on visual of Usher “Let it Burn” that will be weird, therefore purpose of this theory is to give direction to people who are interested in making some kind of videos.
After analysing “Sun is up” music and the lyrics, I made some plans to apply this theory on our video. We will be using locations, props and costume which will relate back to music in video. We will use locations which will have positive effect on listener and will make our video interesting. Editing is also important feature, we have plan to use latest editing techniques to increase and decrease the pace in various parts of the video. We will increase the pace where music pace will fast and slower when music pace will slower. Editing also will include slower and fast pace cutting to match music with visual.
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.
Most artists on their first music videos usually have lots of close ups, this point of Goodwin theory is absolutely right. The main purpose to perform this logic on music videos is to make space in the music industry, artist needs recognition in the general public to become icon, and it can help artist to attract people to buy their new albums. So by applying this Goodwin’s theory logic people can recognize them as their favourite artist, which always has positive impact on artist motivation to come out with new great songs. The great example of this is, Manowar song “Die For Metal”. We will be taking many close ups of main artist in our music video. Its mean that this point of Goodwin’s theory have good logic.
5. There is frequently reference to the notion of looking and particularly voyeuristic treatment of the female body.
The “Sun is up” have various shots in which INNA body have shown in sexy clothing with hot mise-en-scene, I think purpose of doing this could be as Goodwin mentions in his theory is to use women body to build reputation as hot sexy artist. When I was watching her music video on YOUTUBE, I had a chance to read comments on her music video. Most of the comment was based on sex and her hot looking body, in most comments people seems to be discussing various parts of her body. I can’t give you any example because I don’t think comments which I have raid appropriate to mention in this post. I believe that Goodwin’s point of view is seems to be right, but hard to tell that this will work on our production project.
6. There is often intertextual reference.
I don’t think this point of Goodwins theory applicable on “Sun is Up’, but we will going to have intertextual reference in our music video. The intertextual reference will be original video of “Sun is up” by INNA, the reason is because the song is sang by her and in her video she had some great special effects and camera shots which will help us coming out with some great ideas to apply in our music video in different style and shape.
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