1. Goodwin’s Theory
• Links between lyrics and visual
• Links between music and visuals
• Genre Characteristics
• Intertextual references
• Notion of looking
• Voyeurism (direct gaze, others looking at artist, insight into
artist’s life, screens and mirrors).
• Demands of the record label (representation of the artist).
• Performance, narrative or concept based music video.

2. Lyrics and Visuals.
• Goodwin suggests the lyrics make constant references to what
we see in the music video. Using the visuals to reinforce what
the artist says in his lyrics. In this particular music video, there
is an example of this, in one of his lyrics Kid Cudi says: “People
tell me slow my road”, whilst he says this everything around
the artist goes into slow motion whilst he is still in normal
speed. There is another example where the lyric is “If I fall if I
die” at this point you see a cork from a bottle of champagne
fall to the floor.

3. Genre Characteristics.
• Genre characteristics are certain traits which are associated
with a particular music genre. Hip-Hop characteristics for
example are the artist showing their wealth, jewellery,
expensive clothes and being around good looking girls.
• In this particular video there are a few evident genre
characteristics, one is the fact he is at a party at drinking with
lots of people and girls, another is that on several occasions
he shows the camera his jewellery.

4. Notions of Looking.
• Notion of looking plays on the idea of gaze and the way
someone in particular is seen. This is seen in allot of music
videos where according to Goodwin women are presented as
objects.
• It is clear to see that notion of looking is evident, there are
several examples of this, one of them is there is a DJ, who is a
women, takes a big vinyl record out of it’s case, the case is
actually the album artwork for Kid Cudi’s new album.
• Another example is where they pop some champagne and it
gets women wet, this then cuts to the women reacting,
causing the audience to look.

5. The Demands of the Record Label.
• The demands of a record label can range in what they want
the artist to do, and what to include in the video. Some record
labels like to use some of there music video to promote
brands by having the artist use it., and would charge to do so
• A clear example in this music video is where the DJ takes out a
vinyl record from an album whose cover is the album cover
for Kid Cudi’s debut album.
• Another, less obvious one, would be the addition of Drake into
the video for no apparent reason, as he does not perform on
the track. The record label may have done this to show people
that he is close friends with a popular artist.

6. Narrative and Concept Based.
• Narrative and concept are part of Goodwin’s theory and this is
what makes up a music video. There is very little performance
in this video, as the lyrics are strong enough to tell a story
without it actually be shown.
• The narrative is a linear one where it goes from point A to B,
but it’s enhanced by the lyrics, it tells a story and is open to
interpretation.

7. Implications.
• This is a only a short list of Goodwin’s theories, but it
has enabled me to gather a clearer information on
what actually makes up a music video, and ensure
that we get the visuals right so the lyrics enhance
what the viewer see’s.
• We understand that there are certain characterises
we have to follow to make our video look
professional and believable.