Andrew Goodwin's Features of Music Videos

Goodwin explains his theory by six different conventions within a music video:

1. Music videos tend to include a demonstration of typical genre characteristics

• e.g: a dance routine is typical for a girl/boy band
• e.g: bikini clad of women by a pool and sports cars is typical for a rap video

2. There are frequent references to the notion of looking and the voyeuristic treatment of the female body

• the notion of looking includes men or women being portrayed seductively, including eye contact with the camera.
• e.g: this can be shown through the use of props such as mirrors, television screens, cameras, telescopes and magnifying glasses.

3. There is a clear relationship between lyrics and visuals

• lyrics are represented through images
• e.g: illustrative, amplifying or contradicting

4. There is no relationship between music and visuals

• the tone and the atmosphere of the music reflects that of the visuals
• e.g: illustrative, amplifying or contradicting

5. The record label the artist assigned tends to have certain demands

• often including the need for lots of close ups of the artist
• the artist will have a visual style that recurs throughout their work

6. There is often intersexual references

• to films, tv shows, other music videos, etc.

Therefore, in my own production I will consider these factors to make my music video as effective as possible.