Andrew Goodwin - Music Video Conventions

1. What things do we see in a music
video?
(i.e. dance routine, etc.)
List as many as you can.

2. Dancing in the Distraction Factory
• Andrew Goodwin wrote
Dancing in the
Distraction Factory in
1992
• He identified features
that are used in music
video and highlighted
the conventions of the
music promo

3. 1. Genre Characteristics
• Andrew Goodwin states that different genres of
music use different key conventions in their videos
What would you expect to see in the following
genres?
Genre Conventions
Rock
Pop
Hip Hop

4. 2. Relationship of Lyrics to the
Visuals
• Goodwin states there is always a relationship
between the lyrics of the song and the visual
images in the music video
• It can happen in 3 different ways:
•ILLUSTRATE
•AMPLIFY
•CONTRADICT

5. Illustrate
• Music videos can use a set of images to illustrate
the meaning of lyrics – this is the most common
used in promos
Vance Joy – ‘Riptide’

6. Amplify
• The images in a music video can add additional
meanings that aren’t at first always obvious in the
lyrics. This is known as amplifying
The Script – ‘Hall of Fame’

7. Contradict
• This is where the music video completely ignores
the meaning of the song or contradicts the lyrics
The Strokes – ‘You Only
Live Once’

8. Relation of Music to the Visuals
• The visuals in a music video will almost always
have a connection to the pace of the music and
song
• The video can be edited so that the visuals again
Illustrate, Amplify or Contradict the beat of the
song
Nirvana – ‘Smells Like Teen
Spirit’
Gorrilaz – ‘Feel Good Inc’
Skrillex – ‘Bangarang’

9. 3. Develop a Style / Genre related
Motifs
• Most artists have a trend of repeating certain
actions in their music videos – establishing a Motif
(or trademark) - making the video recognisable –
This is demanded by the record label

10. Motifs can also be used for different aspects of the
mise en scene (i.e. location, costumes, colour) and
are genre specific

11. 3. Close Ups – Star Image
• A common feature in music videos is the use of
close ups. They are used to show the artist
throughout the video to make them more
recognisable and create an image (Star Image)
• They are often used in female artists videos to
sexualise the artist
Britney Spears – ‘My
Prerogative’

12. 4. Notion of looking
• In videos there are frequent references to the
notion of looking and in particular a voyeuristic
treatment of the female body
Beyonce– ‘Video Phone’

13. 5. Intertextual References
• Goodwin finally states that music videos are often
filled with intertextual references.
• Audiences will recognise the visuals or lyrics to
reference another media text. They will engage
with video and feel gratified if they recognise the
reference
Weezer– ‘Pork and Beans’

14. Homework
• Research and apply music videos to Goodwin’s 5
conventions of music promos:
1. Genre Characteristics
2. Relationship between visuals and lyrics, and visuals and
music
3. Demands of the Record Label – Motifs and Close Ups
4. Notion of looking – objectification of women
5. Intertextual references (i.e. films, TV programmes, other
music videos, etc.)
• Find examples of music videos to demonstrate each
music promo convention.
• Include the music video and screen grabs from the
video to illustrate your point