Goodwin identified several relationships between music videos and their lyrics: 1) The visuals can either complement the lyrics by amplifying their meaning, or contradict the lyrics. 2) The visuals are often edited to match the pace and beats of the song. 3) Artists establish trademarks or signature moves to make their music recognizable.

1. GOODWIN’S
ANALYSIS OF MUSIC VIDEO USING

2. A RELATIONSHIP BETWEEN THE LYRICS
AND THE VISUALS (WHICH COMPLIMENT,
AMPLIFY OR CONTRADICT THE LYRICS.)
‣ This convention explains how Goodwin noticed a music video's visuals either had a
complete similarity or direct contrast to the lyrics of the song.
‣ For example, in Jessie J's 'Price Tag' the lyrics of the song say "... it's not about the money"
however in video the artist is stood in front of a tree with the money, jewellery and clothes
she wears suggest money is not a problem for her. This shows how the visuals contradict
the lyrics in this particular song.
‣ However, an example of when the visuals amplify the lyrics is shown in Adele's 'Someone
Like You' where seen in the screen shot below the lyrics say "..for me, it isn't over" and
Adele, the artist, is seen to be looking very emotional in connection to this. This makes the
audience sympathise with her as a result - the directors intention.

3. TEXT
THE RELATIONSHIP BETWEEN THE MUSIC
AND THE VISUALS (WHICH COMPLIMENT,
AMPLIFY OR CONTRADICT THE LYRICS.
‣ Goodwin identified that the visuals within a music video may be
edited in time to the lyrics/ change in pace of the song. He also
stated that these visuals are commonly repeated within a
chorus to emphasise the repetition in lyrics and beats.
‣ An example of a music video edited in time to the pace/ sound
beats of the song: Arctic Monkeys ‘Do I Wanna Know’ where
the sound waves and other visuals are all matched in time with
the beat of the music.

4. TEXT
GENRE CHARACTERISTICS
‣ Most artists have a trend of repeating certain actions within their music
videos in order to establish this as their 'trademark' action and
therefore making their songs recognisable due to it reoccurring often
and in turn creating a brand image. This shows the genre of much the
artist is trying to represent. Genre is also shown by location, for
example, songs within the rock genre are often filmed near a stage to
convey a gig. Evidence of this is seen in Kiss' song 'I Was Made For
Loving You’. Another genre that has conventional locations are hip-hop
videos where the artists is usually in a club, around expensive cars,
girls or even on a boat.
‣ An example of this is Jay Sean ft Lil Wayne ‘Down’.

5. TEXT
VOYEURISM (SEXUAL PLEASURE FROM
WATCHING OTHERS)
‣ Voyeurism often plays a major part, especially in relation to
females.
‣ Goodwin recognised that many music videos included
voyeuristic angles of women in order to entice a male
audiences interest in the artist and also the lyrics to which
these shots represent. This is used to sexualise the artist.
Artists that use voyeurism in many of their videos are Katy
Perry an example being ‘Bon Appetite’ and Lady Gaga an
example being ‘Love Game’.

6. TEXT
INTERTEXTUAL REFERENCES
‣ Goodwin notes that it was not uncommon to see either the visuals or
the lyrics of a song to be a direct reference to another media text
usually the artists own work. This is used to engage the audiences and
provide them gratification if they recognise the link.
‣ An example of intertextuality being recognised within a music video is
seen in Robbie Williams- ‘You know me’ The video features the artist
being taken to an ‘Alice in wonderland’ style setting with Robbie
Williams dressed up as the rabbit from the film. This creates
intertextuality between the film and his music video. Moreover at the
end of the video there is a shot of the artist in the Metro-Goldwyn –
Mayer trademark lion replaced with the rabbit character.

7. TEXT
NOTIONS OF LOOKING
‣ Linked to voyeurism, many music videos show notions of looking at the
artist. This is done to show that the song is about the artist and that the video
is centred around them. Audiences eyes are usually drawn to what everyone
else is looking at. With background dances staring at the artists it draws the
audiences attention to the artist instead of what is going on around them.
‣ However, the notion of looking can also be demonstrated using props. Shots
of the artist or character reflected in a mirror, for example, are part of the
notion of looking. Screens, such as televisions, are also a commonly used
prop that indicates the notion of looking. REM's Bad Day is made to look like
the whole video is being watched through a television screen