Goodwins theory

Goodwin’s Theory

Goodwin’s theory involves 8 principles. These principles are as follows:

1.     Links between the visuals and the lyrics

2.     Links between music and visuals (Complementary, Contradicting, Amplification)

3.     Genre characteristics

4.     Intertextual reference

5.     Notions of looking (objectification of women)

6.     Voyeurism insight in the artists life

7.     Demand of the record label representation of artists)

8.     Performance based, Narrative based or Concept based.

Analysis of Got to luv ya – Seam Paul ft Alexis Jordan

1.     Links between the lyrics and the visuals

  Got to luv ya by Sean Paul is a performance based music video. Sean Paul is singing ‘got to luv ya’ and we see him walking with a woman. There is jump cut to him in the bedroom singing to this woman that is dancing in front of him. This shows that maybe he is forced into loving her as the camera then cuts to Alexis Jordan who sings verses in the song. ‘I would do anything I could boy you my only ….’ This shows that maybe she loves him but she isn’t getting anything back from him as he is seen partying in the club and loving another girl. Alexis Jordon is on her in a room singing and stating that she would do anything for him but denoting that he won’t the same for her. This is evident through the visuals.

The lyrics ‘if you were the sun hard steppin girl were not stopping …….its me and you forever girl’ Sean Paul is singing these lyrics to another girl however Alexis Jordon is seen singing these lyrics to Sean Paul who hasn’t acknowledged he. 
The lyrics of different songs also depend on the target audience that the artists want to aim their music at. In this case we see Alexis Jordan trying to get Seam pauls attention however he is singing to someone else. This shows that this song has been aimed at young girls who are not treated right.

2.     Genre Characteristics

The genre of this music video is RB and electro pop. This is evident throughout the music video. The genre characteristics include edge, steady beat, sex, party, fast music, lighting and dance. Sean Paul is shown at a club dancing away; he is seen surrounded by lots of girls. The beat of the music changes with the lyrics. There are a lot of jump cuts as it changes from Sean Paul in the club then in the bedroom singing to the woman standing on the bed. The locations are very conventional to a song aimed at young people as young people like to party and have fun with girls. Sean Paul is shown as a womeniser as he is singing to different girls.

Lighting / club

Sex /dance

3.     Notions  of looking (objectification of women )

Notions of looking mean the way a particular person is seen, According to Goodwin’s Theory women are presented as ‘objects’. This doesn’t mean just women considered as ‘objects’ but men aswell can be classed as ‘bosy’ ‘violent’. In this video women are used as an object, something used for pleasure. We see Sean Paul sitting on the bed and the woman is seen dancing on the bed in a very provocative way and Sean Paul is sitting watching her. Women are treated as products that entertain as we see a woman standing on the bed dancing while sean paul is sitting watching her.

4.     Demand of the record label representation of artists

There are some demands of record labels that they want the artist to follow. For eg a female artist will be told to come off as sexy to attract male attention and thus get more attention. The character is represented as a bad boy and a player as we see him sitting relaxing and demanding the girl to dance in front of him. However at the same time we see Alexis Jordon wanting the same attention from Sean Paul but is unable to get it from him.Records Label ask artists to act and look in certain way that they know would appeal to the target audience. Women shown sexy and as an object and sean paul shown as a player and this may appeal to young guys.


       5.       Voyeurism insight in the artists life

As we see the artist which is sean Paul dancing in the club and having a Good time. He is also seen dancing with girls and sibnging to the girl which suggest that this maybe his typical life as heis a young male singer and one would excpet himt o be popular around woman.  


        6.     Demand of the record label representation of artists
 He is signed with VP record label. He is seen as a player as he is seen dancing in the club with a different girl and he is seen walking with three girls. Then the camera moves to him in the bedroom and he is seen singing to another girl. This can be some things that his record label demands him to act like this in his music video.



          7.      Links between music and visuals (Complementary, Contradicting, Amplification)

The music has links witgh the visuals on screen as we see editing speed up as the msuic goes fast. When the msuic is not upbeat the visuals are slow like  it. This is when we see sean paul singing to the girl in the bedroom the msuic viduals are both on the same pace.

8.     Performance based , Narrative based or Concept based

Goodwin’s Theory also includes a music video to be either narrative, performance or putting across a concept. This music video by Sean Paul is Performance based as we see Sean Paul singing to the woman.

Summary

Doing an analysis of Goodwin's theory will assist me planning my own music video as Goodwin's theory includes 8 aspects.I need to consider these when planning my music video. I need to make sure that I consider the characteristics of the genre I choose within my music videos. While planning my music video I have to make sure that the lyrics go well with the visuals that would be shown in the music video. When following these 8 rules I also need to make sure that I consider the target audience of my music video and what would they want to see in my music video.