Theorist In Music Videos

Andrew Goodwin's Theory

Goodwin's theory states that there are 5 key aspects to a music video.

• Thought through beat 
• Relationship between the song and visuals 
• Narrative and performance of the song
• Technical aspect of a music video
• The main protagonist 

How this links with our music video
Andrew Goodwin says that a music video will fall into at least one of these key aspects. Our main idea is related to a poker game. This idea would fit into the category of 'narrative and performance of the song'. Andrew Goodwin's theory should fit into our planned music video. 

Sven E Carlsson's Theory

His theory is Binary opposites drives the narration of the music video forward. He suggests that music videos fall into one of two categories and they are performance and conceptual.  

A performance video is when the video is centred on the main artist. He believed that  the performer is often made as a 'commercial exhibitionist'.

The second type of performance is electronic shaman. This is where they are displaying the music video as a form of art. An example of this is 'Arctic Monkeys-Do I Wanna Know' where they use a single line to display the different types of music

Another type of performance clip is that the main artist is turned into a 'television bard' which he is seen as a storyteller of the music video. An example of this is 'Ain't no rest for the wicked' By cage the elephant. Where the main protagonist (the artist) is walking down a road and singing the song like a story.



A conceptual video is where they focus on the story/narrative of the video instead of the main artist.
An example of a video where it is focus on narrative rather than what the main artist is doing in the video is Alt-J Breezeblocks.
This video is unique because the whole music video is backwards. This makes it hard for the audience to figure out who is the main protagonist and who is the main antagonist. Only till the end of the music video do you see who is the protagonist. They do this to keep the audience interested on the narrative

From this theory our music video will follow a conceptual video rule of  Sven E Carlsson theory. We will follow this rule because we will focus on a narrative music video.