Goodwin’s theory.

Music video conventions and prospects.

Andrew Goodwin’s 6 Features of Music Videos Music videos demonstrate genre characteristics.

(e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop). [this is also known as iconography]

There is a relationship between lyrics and visuals. The lyrics are represented with images.(either illustrative, amplifying, contradicting).

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

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 (a visual style).

There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc.) and particularly voyeuristic treatment of the female body.

There are often intertextual reference (to films, TV programs, other music videos etc.)

The theory

Lyrics and visuals

In Eminem's video ‘Stan’ the artist is relating the letter that he is writing to the lyrics and the lyrics match what's happening on the screen and in the relationship we see.

Where as in Lady Gaga's video ‘Bad Romance’ what she is doing does not match the lyrics nor does the costumes however not all videos have to include this convention.

The beat has to match the pace and style of the video because it would look odd if not, if you have a fast beat and a slow moving video it won’t really sell will it? However if it is fast paced video and beat then it will look more realistic and sell the video an example of this is Miley Cyrus's ‘party in the USA’ video in which you can see her and her backing dancers moving in beat with the music and her singing.

Music and visuals

In a music video you expect to see conventions from whatever genre the song is, so you wouldn’t see money falling, guns, tattoos and big cars in a pop video, in a hip hop one however they would usually appear.

Genre characteristics

Usually due to the demands of the record label close ups will be used in order to establish, promote the artist and the style/look of the music video.

Demands of the record label

Sometimes emphasis is used on performance to drown out the lyrics as they have nothing to do with what’s going on.

In Katy Perry’s ‘California girls’ video a big performances used to over power the useless lyrics, sex will sell an artist not just singing.

Emphasis on portrayal