The Andrew Goodwin Theory

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 Andrew Goodwin's theory outlines how music videos operate as a unique form of media. He argues that music videos are not obligated to follow traditional narrative structures but should follow their own visual logic. He states that every MV consists of the following eight principles:

  • Link between music and the visuals: 
    • If a song has an electronic and upbeat style, the director might incorporate a dance sequence to match its energy. The same principle applies to editing; if a song is slow-paced, the transitions between shots may also be slower to reflect the mood.
  • Link between the lyrics and visuals: 
    • Music videos frequently incorporate props or actions within the mise-en-scène that align with the song’s lyrics. 
  • Intertextual references:
    •  This is when music videos reference other media, blending the two, creating deeper connections and meanings. 
  • Notions of looking: 
    • When the actor or singer in a music video makes direct eye contact with the camera, it breaks the fourth wall, creating the illusion that they are directly engaging with the audience. This makes viewers feel more involved in the action, as if they are part of the artist's world.
  • Voyeurism: 
    • Goodwin argues that music videos frequently captivate audiences by portraying women in a sexualized or objectified manner, often using fragmented shots and deliberate camera angles to emphasize certain body parts.
  • Type of music video: 
    • Music videos typically fall into one of three categories. There is performance-based (showcasing the artist's performance), narrative-based (telling a story), or concept-based (focused on a specific idea or visual theme).
  • Demands of the record label:
    • Artists' faces and performance types must be clearly featured, especially in pop music. 


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