Andrew Goodwin’s Music Video Theory
Andrew Goodwin believes that music videos follow common conventions that help promote the song and the artist. One key idea is that music videos show clear genre characteristics. For example, pop music videos often include performance, dancing, bright colours, and upbeat energy. Goodwin also explains that there is a relationship between the lyrics and the visuals. The visuals can illustrate the lyrics directly or amplify the main ideas of the song.
Another part of Goodwin’s theory is the relationship between the music and the visuals. Editing, camera movement, and performance often match the beat and rhythm of the song. Goodwin also highlights the importance of the star image, meaning the artist appears regularly so the audience can easily recognise and remember them.
Example: Bruno Mars – Uptown Funk
Uptown Funk clearly follows Goodwin’s theory. The video shows strong pop and funk genre characteristics through colourful outfits, choreographed dancing, and energetic performance. The visuals match the upbeat rhythm of the music and amplify the lyrics about confidence, style, and having fun. Bruno Mars is shown throughout the video, reinforcing his star image as a confident and talented performer.
Richard Dyer’s Star Theory
Richard Dyer’s Star Theory suggests that celebrities are carefully constructed by the media. A star’s image is created through music videos, interviews, and performances. Dyer believes stars are presented as both ordinary and extraordinary. This means they seem relatable, but also special and successful.
Stars also represent values and lifestyles that audiences may admire or want to copy, which helps make them influential and marketable.
Example: Bruno Mars – Uptown Funk
In Uptown Funk, Bruno Mars is shown as extraordinary through his confident performance, stylish clothing, and strong dance skills. At the same time, he appears ordinary by being shown with friends in street locations, making him feel relatable. This supports Dyer’s idea that stars balance being normal and aspirational.
The Uptown Funk music video is a good example of both Goodwin’s and Dyer’s theories. It uses clear music video conventions and strong links between music and visuals, while also carefully constructing Bruno Mars’ star image to appeal to a wide audience.
