Andrew Goodwin identified 6 key features of music videos: 1) Videos demonstrate characteristics of their musical genres. 2) Lyrics and visuals are related. 3) Music and visuals are related. 4) Record labels emphasize close-ups of the artist to promote their image. 5) Videos frequently reference the idea of looking through screens and often treat the female body in a voyeuristic way. 6) Videos sometimes make intertextual references to other media like films.

1. Andrew Goodwin’s 6 Features of
Music Videos

2. Features
1. Music videos demonstrate genre characteristics – Similar genres have similar
styles
2. There is a relationship between lyrics and visuals
3. There is a relationship between music and visuals
4. The demands of the record label will include the need for lots of close ups of
the artist
5. There is frequently reference to notion of looking (screens within screens)
and particularly voyeuristic treatment of the female body
6. There is often intertextual reference to other forms of media

3. 1
• Music videos can also link to film genres, known as
intertextuality, for example, many rock songs are influenced
by horror films
• The convention explains how Goodwin noticed a music
video’s visuals either had a complete similarity or had direct
contrast to the lyrics of the song.
• The artist or actor in the video would represent the music
lyrics, for example a ‘sad’ song would show the artist or actors
with a dull, upset facial expressions or body movements.

4. 2
• Secondly Goodwin noticed that the visuals
within a video may be edited to match the
pace of the song, to be in time with the lyrics.

5. 3
• Goodwin recognized artists repeat
themselves, with actions, or a repeated show
of a certain outfit or prop, emphasizing their
‘trademark’ making their song recognizable.
• This is also used as a marketing strategy so the
video and song is remembered for years.
• The location is also known to also represent
the genre.

6. 4
• A common feature within music videos is for
record labels to use close ups of the artist in
order to promote brand image
• Record labels use this to promote a set image
for the brand

7. 5
• Laura Mulvey’s Male Gaze Theory can be an
example of this, as female artists sometimes
have provocative angles used in their video to
sexualize the artist.
• This often means a voyeuristic view, and
objectification of women, along with the artist
looking directly into the camera, creating a
‘bond’ with them and the audience.

8. 6
• Music videos sometimes have reference to
other forms of media, most commonly film
• TV and other music videos can also be used
for this