June 7th - Andrew Goodwin's Theory

Andrew Goodwin developed a theory about music video visuals. He believes that the visuals can Illustrate, Amplify or Contradict the music style and accompanying lyrics. He says there is a relationship between the music or lyrics and the visuals. In most videos there are close-ups of the band or artist to help represent the genre and aid the publicity of the artist, because they look straight into the camera it gives the effect that the artist is singing and connecting to the audience directly.

Weird Al Yankovic is famous for making comedic music and music videos. His animated music video Trapped in the drive thru, which is a spoof of Trapped in the Closet by R-Kelly are both perfect examples of how music video visuals can illustrate a song.

Fall Out Boy make videos which follow narratives, but do not follow what their songs are about. For instant there song "Sugar, We're Going Down Swinging" is a story about a man with antlers falling in love.

Voyeurism is the act of watching someone who is performing sexual behaviors such as undressing or dancing provocatively, in order to gain pleasure.

In terms of a music video it is usually a man’s “controlling gaze” towards women that are being sexually objectified.

Goodwin’s theory says that through use of camera work and editing, women are objectified with emphasis of body shots as well as sexualized narratives.

Voyeurism is often used to help sell a product and create audience interest. For instance:

Benny Benassi - Satisfaction

Fedde Le Grand - Put your hands up

Most dance tracks have this sort of voyeurism in them. This appeals to both the female and male audience, because the men fantasise and the women aspire.

Voyeurism is also explored it is used to increase the video’s attractiveness to males, however, it can also empower the artist – for instance– when Beyoncé dances in her video “Single Ladies”.