Goodwin's Theory applied to my Chosen Artists - Mrs Fisher

Goodwin's Theory

-Music videos demonstrate genre characteristics.

-There is a relationship between lyrics and visuals.

-There is a relationship between music and visuals.

-The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.

-There is frequently reference to notion of looking; for example, screens within screen, telescopes etc. and particularly voyeuristic treatment of the female body.

-There is often inter-textual reference.

-Whether the video is primarily performance based, narrative based or concept based and how elements of each is used within. 

Andrew Goodwin writing in 'Dancing in the Distraction Factory' (Rout ledge 1992)

Damian Marley:
 I will be applying Goodwin's Theory to the research I have carried out using the points of the theory that apply were applicable.

When an artist is going to release an album it is vital that music and visuals match. For example; a reggae artist such as Damian Marley will need artwork that can be associated with the type of music he produces. As a result of this him and his producers will need to choose the right style for his artwork on any album cover as it will determine whether or not the product will sell to consumers or not as well as appeal to them. Damian's lyrics are very meaningful, this means that any type of artwork that is associated with him has to be correct in order to attract the right market segment. From the album cover 'Welcome to Jamrock' the music fits in with the visuals due to the feeling and impact the image gives off. 'Jamrock' is referred to in the song as 'Jamaica'. In some parts of Jamaica there are places that are rougher than others and have a bad reputation as well as attracting the wrong attention. In the song he refers to his hometown and when he was growing up. This allows the audience to relate to him and make him likable to all different types of target audiences that enjoy reggae music and come from the same background.

In conclusion to this 'Welcome to Jamrock' follows Goodwin's Theory, however 'Road to Zion' has no relation of music and visuals. 'Road to Zion' artwork gives nothing away to the audience this means that there is no indication of what the song is about. This may go in favor of record sales due to the fact that it will leave consumers wanting to know what kind of song Damian Marley has just released. On the other hand it may have a negative impact and decrease sales due to spending habits of different consumers. Finally, the last album cover I analyzed was 'Return of the conquering Lion'. This album cover shows a softer side to Damian as he is smiling in the main image. Having said that there is another image of Damian showing no emotion which can give two different perceptions. This has lead me to conclude that Damian has two sides to him, one side where he is not at work and the other where he is the performer.

There may be some forms of inter textual reference referring back to other products etc. In the lyrics of any artists items are compared and sometimes referred back to as a form of comparison.

Freddie McGregor:

Freddie McGregor relates the artwork of his albums with the lyrics in the song. Music and visuals plays an important part in any artist’s promotional campaign. If an album cover doesn't look good to a consumer then the consumer will automatically assume the product is not worth looking at or buying. This will then have a negative impact on record sales due to the lack of promotion of the product. This leads me to conclude that in order to achieve customers wanting to buy an artist’s product the artwork used on the cover must immediately capture the consumer to make them want to purchase that good. Freddie's first album cover which is 'Don't want to be Lonely' is very expressive and indicates a link between the title of the song and the body language Freddie is showing in the picture. Moreover Freddie is shown with his hands held out in front of him to show a welcoming, warming attitude. This links in with the title of the song because he doesn't want to be lonely in which case he is holding out his hands. As a result of this consumers will have a rough indication on what the song is about and what the lyrics may consist of. 


While taking all of this into consideration, it will put into perspective what I will need to produce and the work I will need to carry out in order for my album cover designs to be a success. The main points at this stage I will need to think of are the following;

• Actors for Artist
• Narrative of Shots
• Locations
• Costume
• Positioning of Characters 

The lyrics in the song I have chosen to create as a music video are very emotional and refer back to relationships, lust, love and sex. This means that it would be appropriate for their to be a male role in the making of my music video. Having said that it may be more effective to just focus on the artist as she does talk about problems within the relationship. In conclusion to this I feel it will beneficial to the narrative storyline if there is a male role being played in the video. Moreover, narrative of shots means carrying out research on other music videos in the same genre and identifying what kind of shots are used. This will then give me a good idea on what I will need to include in my music video.

The positioning of the artist will depend on what location the video is being filmed at. An example of one body positing will be on the bed covered in silk cream sheets, she will be in a cream one shouldered dress with straight hair done and very natural make-up with red lipstick. Her body will positioned so that her arms are flowing to the music and her body is inviting in order for the artist to attract the male audience, having said that she will not be positioned dis-tastefully so that again the female segment can also be attracted to the artist.