Andrew Goodwin Theory - by Emma Holt

Goodwin produced a book called ‘Dancing in the Distraction Factory’ where he stated that the editing style is focused on three areas:
- Illustration
- Amplification
- Disjuncture
But it’s further split into the areas of looking at the lyrics, music and image of a band or artist.

Illustration.
Music – The shots always cut on the beat.
Lyrics – The images illustrate the literal meaning or feeling of the lyrics, mainly just with the band singing and dancing.
Band Image - The band simply singing/dancing/playing instruments, usually dressed as would be expected to the genre.

"As you can see, artist Little Boots, from my genre is showing the style of illustration. Her image is basic and would be expected, also she is keeping it simple by playing an instrument she is confident with. Lastly, the shots are cut on the beat of the music".

Amplification.
Music – Shots cut on and off the beat, to emphasise certain features.
Lyrics – The images amplify the lyrics & create a specific narrative, could be used as certain things aren’t picked up from just reading the lyrics.
Band Image – The band could take on fictional roles in the narrative.

"Ellie Goulding's Lights, shows Goodwin's theory of Amplification as there is the shot of the close-up, which is in slow motion and doesn't cut on the beat. Also, the viewer wouldn't expect Ellie to be so glamorous, taking on a fictional role, but still linked to her expected look for the genre".

Disjuncture.
Music – Shots cut off the beat, can be a sign of a badly made music video, (but not always).
Lyrics – The images don’t relate to the lyrics that are used, sometimes used by bands who are already very well established, and who can afford to take the risk.
Band Image – The band/artist takes on an image that’s completely opposite of their expected image, e.g. Katy Perry in TGIF.

"Florence shows Goodwin's, disjuncture really well, because most of the shots are cut off the beat, as she is really well-known. Also, the audience wouldn't expect Florence to be dancing and have lots of make-up on, showing the complete opposite".