The music video created by the student conforms to some conventions of real music videos identified by Andrew Goodwin in his work. Specifically, it matches the lyrics to corresponding visuals, such as showing a couple on a boat when the lyrics mention the sea. The calm atmosphere of the video also reflects the relaxed tone of the music. Additionally, close-ups of the artist are included to help identify and promote them, as record labels typically demand. However, the video does not emphasize genre characteristics or voyeuristic treatment of the female body, as those would not fit the theme. It also includes an intertextual film reference, merging footage to match the lyrics.

1. In what ways does your media product use, develop or challenge forms and conventions of
real media products?
The genre that our music video conforms to is chart/pop music that portrays a romantic element, the
song and theme we went with for our song is quite popular in the music industry and in some cases,
very typical. My partner and I wanted to continue the theme of the genre we decided to go with, but
make it our own and do something a little bit different.
From his book ‘Dancing in the Distraction Factory’ in 1992, Andrew Goodwin points out characteristics
and features that can be found in music videos. He focuses on 6 different aspects which can offer
explanations for the different types of music videos that are in the music industry.
One- Music videos demonstrate genre characters. For example, stage performance in mental videos,
dance routines for boy/girl bands and the aspiration in Hip Hop.
Two- There is a relationship between lyrics and visuals. The lyrics are represented with images.
Three- There is a relationship between music and visuals. The tone and atmosphere of the visuals
reflects that of the music.
Four- The demands of the record label will include the need for lots of close ups of the artist and the
artist may develop motifs which recur across their work.
Five- There is frequently reference to notion of looking (through mirrors etc.) and particularly
voyeuristic treatment of the female body.
Finally, Six- there are often intertextual reference to films, television programmes and other music
videos.
The music video my partner and I created, can arguably be linked to certain aspects of Goodwin’s
theory.
Firstly, I do not think that my music video adheres to the convention of demonstrating genre
characters as it is a generic pop video that would be shown in the charts, and it is not the type of song
to have a dance routine etc. Although it is a popular genre, there is nothing specific that makes it a
genre characteristic.
Moreover, Goodwin makes reference to there being a relationship between the lyrics and visuals. This
means that whatever lyrics are being sung at one time in the song, then the video will match those
words and relate to the lyrics of the song. It is very common for this to occur within pop and chart
music songs, therefore we included this within our own music video. In our music video, there is a
lyric that says ‘And I swear you moved over seas’ and at this point, we have a photograph from years
ago of a couple on a boat/cruise ship on the sea which matches perfectly with the timing of those
lyrics. This makes it look rather effective and conforms to the convention of Goodwin’s theory.
Furthermore, in the song we chose, the lyrics state ‘Let me photograph you in this light’ and we have
footage of an older couple looking back on old photos of them growing up together, getting married
and having children throughout their lifetime. It is a very sentimental part of the music video and a
section which the audience can really relate to. Similarly, Goodwin states that there is a relationship
between the music and visuals, meaning that the tone and atmosphere reflects upon the music. My
music video is very chilled and relaxed and does not have any flashing lights or showy mise-en-
scene, therefore it creates a very calm atmosphere.
In addition, Goodwin states that there can be demands from the record label will include the need for
close ups of the artist. Well this convention can be interconnected with my music video as there is a
range of close up shots of the ‘artist’ throughout the entire video. This is so the audience can
acknowledge who the song is paired with and so they audience can recognised the artist it is
associated with. The audience will be able to recognise the face of the artist and can start to be
recognised for other songs or any collaborations they decided to create with fellow artists.

2. I would argue that my music video does not emphasise voyeuristic treatment of the female body and
that there is nothing that is made ‘sexually’ in the video on the whole. The main artist is fully clothed at
all times and does not objectify herself. That is not the theme of the video or the song, and would not
fit correctly with it content.
Finally, quoting from Goodwin’s media convention theory, there is often an intertextual reference to
films, television programmes and other music videos. In relation to my music video, there is
intertextual reference to a film that the legendary Audrey Hepburn stared in. The short clip is
dissolved over the original clip to merge the footage together. By doing this, it does not only match the
lyrics of ‘It was just like a movie’ but it effectively creates a unique idea for the genre of the song.
In comparison, Richard Dyer’s Star Theory is used in order to understand the relationship between
the music industry and its audiences, it is important to consider the roles of music stars. It has
reference to the idea that to be a star you must be ordinary or extraordinary. Adele is a music star that
adheres to both. She is known for her commonality and she always portrays her true self, there is no
alter-ego that she commits to when it comes to selling her music. She still speaks with her Tottenham
accent and her audience, and regular people in society can relate to her. However, she is
extraordinary as she has this amazing voice that no other artist comes close to. Her powerful singing
voice separates her from the rest of the music industry and audiences can always tell that it is her
singing before the even see who it is.