Andrew Goodwin has stated his theory according to music video's and the typical characteristics they involve. There are 5 key aspects.
Thought Beats - Seeing the Sound: Aspects of music videos, such as the beat and rhythm are correlated through the use of incidental cuts in editing and other filming techniques. Therefore when creating our own music video we need to identify the structure of our chosen song and use effective techniques to highlight certain parts, such as the chorus.
Narrative & Performance: Usually the song alone fails to tell us, the audience the complete story and we are left to make our own idea up. The video should be repeatable for the audience without it becoming uninteresting. Having the artist as the narrator and performer through lip syncing increases authenticity.
Star Image: Goodwin believes engaging music videos include a single 'star' as the audience is more likely to relate to the artist. A 'star' is often created through the use of mise en scene.
Relation of Visuals to Song: Music videos promote a song in one of three ways. Illustrate - The most common, which uses images to directly illustrate the meaning of the lyrics. Amplify - Meanings of the song are repeated throughout however the lyrics are not emphasised. Disjuncture - The meaning of the song is completely ignored.
Technical Aspects: Camera shots, angles, movements, mise en scene, lighting, sound, editing and special effects are all technical aspects that hold the whole music video together. For example, lighting and colour helps to set the mood and emphasise certain moments. Also mise en scene is extremely important and is used to ensure the video looks realistic.
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