Music and Visuals
The second principle of Goodwin's theory is that there has to be a link between the visuals and the music. this is in somewhat similar to the principle of matching the lyrics and the visuals however the difference is that instead of the visuals matching the lyrics and doing what the song says, the visuals go along with the beat of the song. For example if a songs beat is really slow and calm using something like a piano then the visuals would match it by having someone walking in slow motion or having not much going on at the time. but then if its followed by the chorus that has drums in the background or something more up beat it will show visuals to match like someone running, dancing or fighting. Goodwin's idea was that this helped promote the song and give the meaning and ideas across to the audience.
Goodwin believes that music videos no longer give the full narrative and that the audience can just get the gist of what it truly means. By matching the music and visuals as explained above the it makes it easier for the audience to watch repeatedly without loosing interest and could help the video come across as real.
An example of this would be The Ghost Of You By My Chemical Romance
In this video it shows during the main verses the music is generally calm and slow. The visuals of the music video match the music by showing a scene of people slow dancing together with a band playing (which is my chemical romance, one of the conventions of a rock music video).
Then when the chorus is dropped the visuals then change to a scene of soldiers in battle which matches the electric guitar, the drums and the shouting in the chorus as it is fast paced action.
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