Andrew Goodwin's Theory discusses several conventions and relationships present in music videos. Music videos typically demonstrate characteristics of their musical genre, such as choreography in pop videos and stage performances in rock videos. The record label influences the video through demands like close-ups of the artist. An artist's unique style also distinguishes them and develops over their career. Intertextual references to other works of art are sometimes featured. The video often relates visually to the song lyrics. The music and visuals usually go together and follow the beat. Narratives are common in R&B videos about relationships, while rock/pop videos focus more on performance. Conceptual styles feature in indie videos. Frequent references treat the female body voyeuristically

1. Andrew Goodwin’s Theory
Music Videos

2. Music videos tend to demonstrate a particular
genre characteristic.
For example a typical convention of a
hip hop music video would be
models in bikini's ‘flaunting’
themselves.
We would expect to see
choreography in a pop music
video ,while a stage performance is
more likely linked to metal and rock
genres.

3. The record label which the artist is signed to
tend to have certain demands.
They often include the need for
many close ups.
The artist will have a particular style
which distinguishes them from
other artists.
A good example is Rihanna, she has a
unique style which has developed
as her career has developed form
‘a good girl gone bad’.

4. Intertextual reference to other works of
art.
A good example of this
beyonce’s single ‘work it
out’ in which parts of the
music video was from a film
she featured in called ‘Gold
member’.

5. There is a relationship between the
lyrics and the visuals
A good example is a song
by Kanye west ‘Good
life’ were the lyrics are
shows on screen while
he sings them. This is a
good way of
emphasising the lyrics.

6. There is a relationship between music
and visuals.
This could be illustrative,
amplifying, or
contradicting. The
music and visuals
normally go together
and in most cases with
the beat. In this
example the beat is
quite slow so the artist
moves slow and in a
seductive manner.

7. Performance,Narrative, Concept?
Most R&B Music videos have some
kind of narrative in it. For female
artists the music video has a
narrative based on relationship
issues while male artists its all
about the luxurious lifestyle.
Most Rock and pop videos are based
on performance.
Conceptual music video styles are
seen in genres such as indie.

8. There are frequent references to the notion of
looking and the voyeuristic treatment of the
female body.
This is seen in most hip hop/R&B and pop genre's. Women are made to
be sexual objects.