David Buckingham's theory of negotiation argues that genre is not static but constantly evolving through a process of negotiation and change. This theory is important for understanding music videos, where producers must negotiate and revise generic conventions to create new and appealing content that is still recognizable to audiences. Producers reinvent conventions to produce fresh, marketable videos that appeal to viewers.

1. David Buckingham’s Theory of Negotiation
 “Genre is not simply givenby the culture, rather it is ina constant
process of negotiationand change”.
 We could argue that this is vital to understanding music videos, wherein
order to appeal to the audience and seem cutting-edge and new, the
producers haveto reinvent and revisethe generic conventions to create
a fresh and appealing but recognisablemarketable product.