Andrew Goodwin's Theory:

Andrew Goodwin produced a theory that can be defined simply as the 'rules' of producing a successful music video. These rules can be summarized as follows:

• A relationship between the visuals either illustrating, amplifying or contradicting the lyrics.
• A relationship between the music and the visuals again either illustrating, amplifying and contradicting the music.
• Music genres have their own music video style and iconography.
• There is likely to be voyeurism, particularly in the treatment of women, and close-ups of the main artist or vocalist.
• There is likely to be inter-textual references either to other music videos or to films or TV texts.

Richard Dyers' Theory:

Richard Dyer’s Star Theory is the idea that stars and celebrities are constructed by institutions in order to make money; stars are built to target a specific demographic and usually have a unique selling point (USP) in order for them to make more money and stand out from other stars.

 

According to Dyer, stars share common values; this includes being constructed out of a range of materials and believes the persona of a star is a fictional identity which means they’re not restricted to musicianship. Many stars promote fashion trends and other popular phases to the consumers through their high profile status.

 

'Guerrilla' Music video features both of these theorists, in the music video the lyrics talk about rebellion, power, resistance and breaking systems. The visuals shown are military imagery and a sense of uprising and revolting against higher powers. This supports Goodwin's idea that music videos often visually reflect lyrical themes. In 'Guerilla' there's fast, intense beats and sharp cuts and dramatic camera movement, explosive visuals and powerful meaningful choreography. The editing pace and the choreography aligns closely wit the aggressive tempo of the music, supporting Goodwin's theory of a strong link between sound and image.

Guerilla music vid