Goodwin's Theory

Andrew Goodwin's theory is that there are 6 points that can be found in music videos -
1) there is a relationship between the lyrics and visuals
2) there is a relationship between music and visuals
3) music videos demonstrate genre characteristics
4) the record label will want close ups of the artist
5) frequent reference to the notion of looking
6) often include intertextual references to film and TV shows

I shall now put Goowin's theory to practice, by using the music video for "Thou Shalt Always Kill" by Dan le Sac vs Scroobius Pip

 

Point 1 - a link between lyrics and visuals 

This features heavily in this music video, as Scroobius Pip walks around the city doing actions as he discusses them. For example, in the image below, he snatches an NME magazine from someone proclaiming "thou shalt not read NME"

and again, as he walks past a sign that says "coca-cola" and pulls a kit-kat out of his pocket to throw away, he says:

"thou shalt not buy coca-cola products whou shalt not buy nestlé products"

This happens many times through-out the video.

2) there is a relationship between music and visuals

This is very noticeable in one part of the video particularly, however it is present through-out with cuts in time to the beat.

Scroobius Pip takes classic albums and throws them away, "The Beatles, were just a band. Led Zeppelin, were just a band..." etc. As he does this he moves around the screen to different places in time with the beat Dan le Sac provides. It gives the impression of teleporting as he jumps around the screen...

3) music videos demonstrate genre characteristics

the music video shows genre characteristics in some places, and not so much in others. For example, they use comedy in their lyrics and match them to what is shown on screen - often taking stereotypes of the rap genre but poking fun of them. 

Here, Scroobius teaches the viewer that "guns, bitches and bling were never part of the 4 elements, and never will be"

4) the record label will want close ups of the artist

this is seen through-out the video, but only with Scroobius Pip, the front man of the band. Dan le Sac appears shortly in the video, but not for very long. This could be conventional as front men are always more in demand to be seen, especially over DJs. 

Here is Scroobius with Dan.

5) frequent reference to the notion of looking

the video mainly focuses on Scroobius, but at times the camera does zoom out, or pan to a (often female) character, to get their focus from the viewer. 

6) often include intertextual references to film and TV shows

Very many intertextual references, from famous bands, to product names, and even politics. This video is full of intertextual references, start to finish!