Andrew Goodwin

 Andrew Goodwin's Music Video Theory

Goodwin's music video theory consists of eight principles:

• A link between the music and the visuals: If a song is upbeat then the music video will most likely be fast paced and fun. But if a song is sad, the music video will be slow with slow cuts in between clips and it will be very dramatic and heart wrenching. An example of this is 'Bang Bang' by Jessie J, Ariana Grande, and Nicki Minaj. The song is upbeat so the music video is fun and fast paced.
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  Links between the lyrics and the visuals: Music videos will display actions or props that represent the lyrics. For example, in Ariana Grande's 'Positions' the music video showed her in different positions i.e position of power, her in the kitchen, and her in the bedroom.  
  
  
  
  
  
  
  
  
  
  
  
• Reflecting the common features of the genre of music: Music videos tend to portray the genre of music in the video as well. Breakup songs and songs about relationships tend to show a love story in their song. An example of this is Taylor Swift's 'I Knew You Were Trouble.' The song is about Taylor meeting someone that had a lot of red flags and that was not a good influence on her but she ended up ignoring them and regretted it. 

Use of intertextual relationships: This is when the music video makes reference to another media text. An example of this is Lady Gaga's 'Paparazzi' which references news articles and headlines. 

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  Notions of Looking and Voyeurism: This is when the singer is looking at the camera to give an illusion that they are letting the audience into their life. Voyeurism is the idea of looking at something for sexual satisfaction. An example of both these in one music video is the '34+35 Remix' video by Ariana Grande (feat. Doja Cat and Megan).  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
• Demands of Record Labels: Artist's record labels will require specific things from their performers. Whether it be close ups or for them to maintain a certain image in their music videos, record labels like to give their performers certain looks that fit their aesthetic.
• Performance, Narrative, and/or Concept Based: Music videos will typically fall under one of these three categories. Performance based videos have actors play in the band to a song or dance to the song. Narrative based videos will tell a story to the audience. Concept based videos present an idea which is displayed through the mise en scene. 

Social Media Marketing

 Social Media Marketing

Social media marketing is now a huge part in wether a musician succeeds or not. Now, you have to build a platform an army of supporters that will do anything for you. You have to engage with them so you don't seem like a robot, you have to promote your music all the time because you will keep getting new followers and the more people that listen the more streams you get meaning the money you will make. You also have to have a story that makes you unique. You have to stand out and not be like everyone else. The music industry is full of people and if you don't stand out to make a name for yourself you won't succeed.

Engaging

Selling a story

Promoting