Theory - Andrew Goodwin.

Andrew Goodwin identifies 5 key aspects of music videos that we the audience should look out for which are:

• Thought beats – Seeing the sound

- The structure of the song must be taken into consideration by looking at the choruses and verses. Secondly look at the voice of the song because artists voices are extremely unique and can form an identification that works well with star image. Thirdly, songs can be seen as stories and the artist as the storyteller therefore creating a sense of communication the artist and the listeners.

Andrew says that people should edit on the beat of the music, in order for the pace of the video match the pace of the songs. However you can also edit through the lyrics of the song. Andrew thinks that whatever is being said in the lyrics of the song should be depicted through what's on the screen.

• Narrative and Performance

- Narrative and performance work hand in hand it makes it easier for the audience to watch over and over without loosing interest

• Star quality

- Artists want to look unique in order to stay current and to be remember by the audience. This image develops over time and plays a big part in the production process of music videos.

•  Relation of Visuals to Song

There are three different ways videos promote a song, through Illustration, Amplification and Disjuncture.

1.  Illustration - This is split into three parts, firstly is how we edit the video. Andrew Goodwin says that people should edit on the beat of the music, in order for the pace of the video match the pace of the songs. However you can also edit through the lyrics of the song. Andrew thinks that whatever is being said in the lyrics of the song should be depicted through what's on the screen. Lastly, is the Band or artist image would match the expectations of the audience.
2. Amplification - Andrew thinks that if film cuts on and off beat it and that emphasises certain features. Another is a certain story being used in the video that may not be used when reading the lyrics out by themselves.
3. Disjunction - Video cuts off the beat that happen occasionally and too often it is a sign of a badly made music video. The second part is the lyrical part of the video. Sometimes the images do not relate to what the lyrics are saying, However this in generally used by already established artist because they can afford to take the risk. Lastly is the artists taking up an image that is nothing like what is being said in the lyrics and the the artists wearing the opposite of what is expected of them to wear.

• . Technical Aspects of Music Video

- Technical aspects hold the music together through use of camera work, movement, angle, mise- en -scene editing, sound and special effects etc.