Goodwin's Theory

Goodwin's theory relates to how people see a song,what i mean by this is that everyone can look at the lyrics of a song in a different way. People will see songs in a different way and the lyrics will have a different meaning. This could be due to it reminding them of someone or and event. However the music videos often show the intentional meaning of the song to the artist. 

Goodwin has six different conventions within a music video.

1) A relationship between lyrics and visuals, which illustrate, amplify or contradict the lyrics. 
In this video there clear relation between lyrics and visuals as the lyrics are explaining the struggles of life on the street and drug related problems and the video represents this by showing someone who is down on there look and going through the struggles of drugs.
2) Through beats, seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music).
The sound to this video is in sync with the visuals of the music video as it is all slow paced emotional scenes which amplify the music.

3) Genre-related style and iconography present.
This video relates to the genre as the genre is quite indie and the video portrays this as the black and white shows the moody, dull, artistic part of the genre, also showing the use of acoustic guitars.
4) Multiple close-ups of the main artist or vocalist; the creation of a star image to promote a recognisable brand image. 
it contradicts this part of the theory as there because in this video it is not clear who the artist or vocalist is.
5) Voyeurism often plays a major part, especially in relation to females.
It focuses on the female in this video and through the lyrics it portrays that she will do anything for money etc.
6) Intertextual reference to other media texts may be present, especially in humorous videos.
It is quite and individual video and does not show any intertextual references.

Ed Sheeran 'A Team' is a good representation of this theory as the video are a representation of the lyrics. The editing also goes with the beat, and there are multiple close ups as you can see in the screenshot above for the video.