Andrew Goodwin developed a six point theory for analyzing conventions in music videos. The six points are: 1) Music videos demonstrate genre characteristics. 2) There is a relationship between lyrics and visuals. 3) There is a relationship between music and visuals. 4) Record labels demand close ups of artists to brand their image. 5) Record labels demand close ups of artists to brand their image and develop the artist's image. 6) Music videos often include intertextual references to other media.

1. Andrew Goodwin’s
six point theory
Andrew Goodwin came up with a theory of
analyzing the conventions of a music video.
He split this into six points:

2. Point 1
Music videos demonstrate genre characteristics.
(For example stage performance in Rock videos,
aspiration in hip hop, dance routines in a boy-
band.)
By this Andrew Goodwin means that music
videos of similar genres show great similarities
For example Rock band ACDC wear similar
clothing and act wild on stage, as do many Rock
band.

3. An image of AC/DC performing on stage wearing similar clothing
and look to be being boystress/wild, in relation to point number
1.

4. Point 2
There is a relationship between lyrics and
visuals, lyrics are represented with images.
(either illustrative, amplifying,
contradicting). The mise-en-scene should reflect
the lyrics in some way, which helps to create a
narrative to help the audience understand the
video and the song.

5. Point 3
There is a relationship between music and
visuals. The tone and atmosphere of the visual
reflects, that of the music. (either illustrative,
amplifying, contradicting).

6. Point 4
The demands of the record label will include the
need for lots of close ups of the artist. This helps
the record label to brand their image as well as
giving the artist a chance to develop their image.

7. This image of Rihanna
during the shoot of her
video ‘hard’ helps us
distinguish a brand
image of her as a sex
appeal as well as looking
rebellious. This helps us
identify her brand image
that her record label –
Def Jam want to label
her as, in relation to
Andrew Goodwins fourth
point.

8. Point 5
The demands of the record label will include the
need for lots of close ups of the artist. This helps
the record label to brand their image aswell as
giving the artist a chance to develop their image.

9. Point 6
There are often intertextual references (to films,
tv programmes, and other music videos etc.)