Andrew Goodwin Theroy

The theory Goodwin puts forth states that there are 5 key aspects of a music video;

-Thought through beat (seeing what the lyrics mean in the viewers audience)
-Relationship between the song and visuals
- Narrative and performance of the song
-Technical aspect of a music video
-Star image (protagonist)

Thought through beat

The first of this step according to Goodwin is to analyse the music structure understanding the chorus and verses.
The second step is to ensure that the voice of the artist is unique compared ti others and should give the person a for of identification that can be related to the star image or singer
The third step is the story if the artist, the message which he is trying to expand and tell within the song. the final aim is to establish the artist as a story teller. And the music video can aid this by showing us the visual representation of the vocals in the song

Relation between the music and visuals

There are three ways visuals are used to promote a song;

Illustrate,
Music videos use certain images and camera shots to illustrate or expand on he meaning of lyrics of the song.

Disjuncture,
In this situation, the meaning of the song is completely ignored in favour of a more abstract visual aesthetic.

Amplify,
This is when images and camera shots are manipulated and shown repeatedly through out the music video.

Relation between the music and visuals

Andrew believed that a music video can promote a song by the way it analyses and visualises the lyrics. this can either be done extremely literally or not at all. for example, if the lyrics in the song say JUMP!, than the actors on screen could jump.