By Ethan Wall, A2 media studies stundent

1. Andrew Goodwin’s Conventions
of a Music Video
By Ethan Wall

2. The Conventions
• The music video demonstrates genre characteristics
• There is a relationship between the lyrics and visuals
• There is a relationship between the music and visuals
• The demands of the record label
• Reference to the notion of looking
• Some form of narrative and performance based
elements
• There is often rhythmic editing
• There are often intertextual references

3. The music video demonstrates genre
characteristics
• This basically means that the style of video
will not go against the genre of music. For
example a boy band would probably preform
a dance and be in synchronization with each
other while a rock band would probably have
a performance based video.
Take That- “Do what you like” Bruce Springsteen- “ Born in the USA”

4. There is a relationship between the
lyrics and visuals
• This means that the lyrics will be portrayed
with images which will either illustrate,
amplify or contradict the lyrics.

5. There is a relationship between the
music and visuals
• This means that the atmosphere, mood and
tone of the visuals should reflect the music
whether is illustrates, amplifies or contradicts
it.

6. The music video will include the
demands of the record label
• This usually means that the video will have
lots of close up of the band/artist performing.
As well as this, the record label will try to
create a “star image” for the artist/band
within the video making them visually
interesting and giving them a style.

7. Reference to the notion of looking
• Scopophilia comes from the Greek word
meaning “love of looking”. During the music
video there will be lots of ways we are shown
the artist/band with the use of mirrors,
screens and stages. As well as this there is
often attention to the female body.
Lady Gaga – “Telephone” Ft. Beyoncé

8. Some form of narrative and
performance based elements
• This just means that there should be a story
within the music video, whether it follows the
lyrics exactly or it follows the deeper meaning
behind them. As well as this There should be
parts of the video where we see the
artist/band preforming.
Performance Narrative
Phillip Phillips – “Gone, Gone, Gone”

9. Rhythmic Editing
• Rhythmic editing is often used in music videos
to keep the visuals and music in sync, as well
as this it can make the video more interesting
if the tempo of the music is quick giving some
interesting results.

10. Intertextual references
• This means that the music video will mimic
other forms of media such as movies, TV
programs and other music videos ect.
Tyga – “Rack City”
“Grand Theft Auto” (videogame)

11. Comparing Goodwin’s theory to
Telephone by Lady Gaga ft. Beyoncé
• This video follows many of the conventions Goodwin states.
• The music video helps Lady Gaga promote her “unique” star
image with the outfits she wears.
• The lyrics relate to the visuals as when the word telephone is
said Lady Gaga is often holding a telephone
• In the music video we see lots of close ups of Lady Gaga and
Beyoncé, which the record label would have demanded
• There is lots of references to notion of looking as we see Lady
Gaga through screens and CCTV camera
• There is rhythmic editing in the video
• As well as this there is intertextual reference to the movie Kill
Bill as the name of Beyoncé’s car is called the “pussy wagon”
which is the name of Bride’s car in the movie.