Goodwin's Theory Research

All music videos have a purpose and with this purpose comes the conventions of music videos, these traits are followed to make the music video successful at its purpose - to promote the artist and the song.

Andrew Goodwin, who believes that there are 6 features which are present in music videos:

1. Music videos demonstrate genre characteristics (i.e. usually show stereotypes of modern culture, like an R'n'B video is likely to contain money, cars and women). 
2. There is a relationship between lyrics and visuals (Narrative in the lyrics is shown through the moving image).
3. There is a relationship between music and visuals (i.e. dance music would be accompanied by fast paced editing) 
4. 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). 
5. There is frequent reference to the notion of looking (screens within screens, telescopes) and particularity voyeuristic treatment of the female body.  
6. There is often intellectual reference to films, TV Programmes, other music videos etc.