Andrew Goodwin is considered the first postmodern theorist of music videos. He identified seven codes and conventions that are commonly seen in music videos. The "Goodwin Seven" include: 1) Demonstrating genre characteristics; 2) Having a relationship between lyrics and visuals; 3) Having a relationship between music and visuals; 4) Including close-ups of the artist as demanded by the record label; 5) Developing recurring motifs or visual styles; 6) Referencing the notion of "looking" through screens or voyeuristic treatment of the body; 7) Including intertextual references to films, television and popular culture. These seven elements provide a framework for analyzing and understanding music videos.

1. Jessika Rose Bloomfield.

2. Who is Andrew Goodwin?
Andrew Goodwin is the person who came
up with the definition of ‘What a music
video is’ he found the codes and
conventions of music videos and was the
first post modern theorist.

3. The Goodwin Seven.
 Music video’s demonstrate certain genre
characteristics.
 There is a relationship between lyrics and visuals.
 There is a relationship between music and visuals.
 The demands of the record label will include the
need for lot’s of close ups of the artist.
 The artist may develop motifs or iconography that
recur across their work (a visual style)
 There is frequent reference to the notion of ‘looking’
(screens within screens, filming cameras) and
particularly voyeuristic (pleasure through looking)
treatment of the body.
 There are often intertextual references – mostly to
film, television and popular culture.

4. 1) Music video’s demonstrate
certain genre characteristics.
For example ‘Rock’/ ‘Heavy metal’ bands will
often use footage from live performances as
their music video’s an example of this is ‘The
Trooper’ by Iron Maiden. This gives them the
opportunity to show of their skills whilst
playing their instruments. There is many close
ups of the instruments being played, also of
the lead singer. This is because he is the
most important person in the band. There is
also low angle shots of him to show his
power.
http://vimeo.com/47384939

5. 2) There is a relationship
between lyrics and visuals.
This is when the lyrics in the song match
what the artist is doing in the video. For
Example – Lily Allen – LDN. What she
sings motivates the video.
http://vimeo.com/30226566

6. 3) There is a relationship
between the music and the
visuals.
This is when the music either contradicts,
illustrates or amplifies what is happening in
the video.
An example of this is Matters At All By Kids
in glass houses.
http://vimeo.com/20438343

7. 4) The demands of the record label
will include lot’s of close up’s of the
artist.
 Close up’s in music video’s can often be
used to determine who the important
person in the music video.
An example of this is ‘Wrecking Ball’ by
Miley Cyrus.
http://vimeo.com/76651326

8. 5) The artist may develop motifs or
iconography that recur across their
work (a visual style)
This is when an artist has a recurring thing
throughout multiple music video’s. For
example many of The White Stripes
video’s contain the colours Red, black and
blue.
http://vimeo.com/28747398
http://vimeo.com/7442369

9. 6) There is a frequent reference to the notion of
‘looking’ (screens within screens, filming
cameras) and particularly voyeuristic (pleasure
through looking) treatment of the female body.
This is when a music video features shots of the telly or
camera’s filming. For example: video killed the radio
star features shots of a television screen.
http://vimeo.com/71958309
An example of particular voyeuristic isDestination
unknown by Alex Gaudino.
http://vimeo.com/10060130

10. 7) There are often intertextual
references – mostly to film. Television
and popular culture.
This is when a music video contains
references to other things in the media.
For example In You Me At Six’s music
video for ‘Save it for the bedroom’ they are
on a talk show, like Jeremy Kyle or Jerry
Springer.
http://vimeo.com/5733931