Goodwin stated that there were 5 key aspects to a music video.
1. Thought through beat.
The first step of this process is to analyse the music structure, understanding the chorus and versus. The second step is to analyse to voice of the artist, their voice would be unique and the audience would be able to relate the voice to the star image or the singer. Third step would be the story of an artist which he is trying to tell within the music video.
A song that has a music video that matches the beat of the song is Calvin Harris 'Bounce'. The dancing is in time with the beat of the music.
2. The relationship between the music lyrics and the visuals.
There are three ways that visuals are used to promote a song:
Illustrations - Music videos use certain imaged and camera shots to explain the meaning behind the lyrics to their song and also to relate the video to the genre of the song.
Amplifying - This is when particular images and camera shots are shown repeatedly throughout the music video and stands out to us to we store it into our vision.
Disjuncture - This means that the meaning behind the song, the meaning of the lyrics, are completely ignored in the music video.
One Directions 'History' music video represents there relationship between the music and the visuals as the song is a reflection of their years as a band together and the video illustrates all memories over the past 5 years that they were a band.
3. Narrative and performance of the song.
Andrew Goodwin believed that it was important for an artist to be involved in the music video by performing or acting out the role as the main character, or the singer by lip-syncing to make it look real. By the artist being apart of the music video it helps to make the song look realistic and creates a connection with the audience, to the song because of the artist featuring in it, and also advertises the stars image. An example of the concept of performance in the video by the singer is Shawn Mendes - Stitches.
4. Star image .
Goodwin referred to the start image as a vital aspect of the music video. The star makes the music video more appealing to the viewers, while portraying the artist in a certain way. The start image is always very unique in the way that they are presented in terms of the costumes and makeup, or even dance routines.
An example of the concept of the artist performing in the music video for the song Rihanna and 'Work' - this video is provocative which helps to create a brand image for rihanna and also attracts some people toward the video.
5. Technical aspect of a music video.
Goodwin proposed that the technical aspect of a music video held the whole thing together, through the use of Mise-en-Scene, sound, editing and special effects. Lightening and colour helps to portray the mood of the music video and gives off certain vibes to the audience, the lighting can also be used to create emphasis of significant aspects of the music video by either making it feel dramatic or thrilling for example. Mise-en-scene is also important in the production of a music video as it can make an artists work appear more professional.