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Forms and conventions.
Once again, I have looked at a theory of Andrew Goodwin as he is an essential
theorist to research as he has done extensive research into music videos,
subsequently making him extortionately useful for this coursework.
Goodwin has created 7 forms and conventions of music videos which are
useful to use when both analysing and producing music videos. These are:
1. Relationship between the lyrics and visuals, which can either illustrate,
amplify or contrast the lyrics.
2. Relationship between the music and visuals, which can either illustrate,
amplify or contrast the lyrics.
3. Certain genres may have their own style of music video and iconography,
e.g. bright feel-good colours for pop videos.
4. There is an emphasis on the main singer/band.
5. Artists may develop star image over time, and this becomes iconic for them.
6. There is often rhythmic editing (edit on beats).
7. There are intertextual references, perhaps to other areas of media, e.g. TV or
film.
Goodwin's forms and conventions of music videos are important for me to use
in production as it will allow me to create a more successful and professional
appearing media text, by taking his observations from real media products.

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Goodwin's 7 Forms and Conventions of Music Videos

  • 1. Forms and conventions. Once again, I have looked at a theory of Andrew Goodwin as he is an essential theorist to research as he has done extensive research into music videos, subsequently making him extortionately useful for this coursework. Goodwin has created 7 forms and conventions of music videos which are useful to use when both analysing and producing music videos. These are: 1. Relationship between the lyrics and visuals, which can either illustrate, amplify or contrast the lyrics. 2. Relationship between the music and visuals, which can either illustrate, amplify or contrast the lyrics. 3. Certain genres may have their own style of music video and iconography, e.g. bright feel-good colours for pop videos. 4. There is an emphasis on the main singer/band. 5. Artists may develop star image over time, and this becomes iconic for them. 6. There is often rhythmic editing (edit on beats). 7. There are intertextual references, perhaps to other areas of media, e.g. TV or film. Goodwin's forms and conventions of music videos are important for me to use in production as it will allow me to create a more successful and professional appearing media text, by taking his observations from real media products.