Andrew Goodwins theory and its application to our video

Andrew Goodwin is a theorist who came up with a range of different ideas regarding music videos within the media industry, linking to how successful are based on the 6 principles he believes are important elements.

The features he writes about include:

1. Genre representation such as linking a genre such as pop with dance sequences or rock with a performance shot of the band singing. 
2.  A clear link between lyrics and visuals which is usually represented with the use of imagery
3.  A clear link between music and visuals, which for example matches the music through the use of a illustrative, amplificative or disjunctured video technique.
4.  A consistent need of shots such as close ups of the artist or band in order to establish a brand identity for the record label.
5. Intertextual links to other media products, for example TV shows or films
6.  Reference to notion of looking and voyerustic treatment towards the female body.

Our music video will change Goodwins theory, as although the genre is Indie rock, a branch of the well known genre rock, it will not contain any genre representation through the use of performances. Our video will instead portray more of a narrative and atmosphere to it, which only results in a considerably small amount of lip syncing from the protagonist.