Research into Goodwin's theory- Miss Georgiou

Goodwin's Music Theory

Andrew Goodwin's theory allows us to analyse music videos concentrating on 7 main principles:

1> Demonstrate genre characteristics

2> Relationship between lyrics and visuals

3> Relationship between music and visuals

4> Demands of the record label 

5> Frequent references to notion of looking, voyeuristic treatment of the female body

6> Intertextual reference

7> The notion of weather a video is performance based, narrative based or concept based

Goodwin claims and quotes that music videos are often constructed by the link between the visuals, lyrics and the music plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require from an audience. Record labels demand artists to create a video which will sell records and Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos. Goodwin also says that a music video is ALWAYS one of the 3, performance, narrative or concept based videos as an additional concept. 
Throughout the Nasty music video by Pixie Lott, the lyrics and the visuals directly relate on a number of occasions in order to enhance and amplifiy the story and message that the song and video is telling us collectively. The song lyrics after a few lines are "I felt a tap on my shoulder" as a close up of Pixie Lott's shoulder appears on screen. This is suggestive that she is significant to the story line which is supported by her singing in first person. This therefore then provides the audience with an insight into the remainder of the video and whom their main focus will be upon. As the music video digresses the lyrics

The notion of weather a video is performance based, narrative based or concept based is present within the video Nasty which, supports Goodwins theory. Within the video their is an element of performance based from 2:04 onwards but before this time we witness Pixie Lott telling the narrative through her eyes. This is primarily shown through her performance to the camera and he singing of the words through her lips rather than anyone else within the video. This can be affective as a whole as it can make audience members feel more engaged as they feel the song is meaningful and suited to the artist herself rather than someone else who they are not a fan of. 




















The demonstration of genre characteristics is also displayed through this pop video. We can identify it as a pop video more obviously through the type of artist and knowledge of her music but, also due to the conventions and codes followed. For example; a convention that is followed is the use of bright colours and dance routine. The bright colours of both Pixie's costume and her fellow 'friends' are bright colours and are outfits that a youthful audience would consider wearing. This means that a youthful audience will be attracted to the video and the artist due to the nature of fashion being important to them and it being featured in the video. Furthermore, the use of the dance routine follows the pop genre as pop songs are usually songs that audience members dance to, this means that Pixie is following the genre and therefore pleasing her pop orientated audience.




Demands of the record label are shown through cinematography in the form of close ups of the artist. For example there are several points as to when Pixie is shown in a close light. Records label would demand things such as this so that the audience can clearly view the artist and can see and idenitfiy them clearly.


Frequent references to notion of looking, voyeuristic treatment of the female body is shown avidly. We see this at 34seconds when Pixie is showing her shoulder and hips in regards to the lyrics being sang. She also at 2:03 dances with a man in a way that shows her body avidly to the audience. This is so that male audience members; who make up a large part of Pixie's fanbase are catered for and are pleased with the videos content. However, having said this, with such a diverse and mass market audience, when pleasing elder memebers comes displeasing younger members. Younger fans parents may be disatisfied with the content of the video which may cause a loss of younger fans due to the provocative viewing.


Intertextual reference to films, tv programmes, narrative or concept based.


 The relationship between music and visuals is shown in a series of places within the music video. Primarily it is notable when you see the music beat change and speed up at 1:05 and Pixie's dance routine start. This demonstrates that as the music gets to this point within the song, that Pixie's routine will start so that fans can fast forward and rewind to this point as and when they would like to.