Andrew Goodwin's Theory

6 Key Aspects:

Music videos demonstrate genre characteristics
- Include a 'trademark' action which can help establish the genre
- This helps the artist market the video to fans of that particular genre
- The location/costumes/colours etc also can help identify which genre the song is

This is the case for the Artic Monkeys as their videos are always very dark and in black and white to go with the rock genre.

There is a relationship between the lyrics and the visuals
- Goodwin believes that music videos promote the song by analysing the lyrics, so the character does exactly what the lyric says
- He states that the video can either have a complete similarity to the lyrics or be a complete contrast

In Jessie J's song Price Tag the props are used to describe the song, for example this money tree is used to prove a point that society thinks money is the most important thing.

There is a relationship between the music and the visuals
- He identified that the visuals may be edited in time with the lyrics and pace of the song
- The images and colours used can also project the mood and feeling of the song

The feeling of this song (Wake Me Up by Evanescence) is very dark and this is portrayed through the visuals as it's set at night and her facial expressions show her dark emotions.

There are always close ups of the artist, the artists motifs may recur across their work
- Used to create a star image and promote a recognisable brand image
- The artist is usually shown throughout the video
- Mainly used on female artists in order to sexualise the artist

This video of Beyonce's is possible her most recognizable video and that's because it features her all the way through and the dance is now known globally as being her dance.

Voyeurism
- Many voyeuristic angles of women are used
- This attracts male audiences so they have an interest in the artist and will buy into them as a product

This video featuring Britney Spears shows her as a sexual object and throughout angles and costumes are carefully chosen in order for her to be viewed in a sexual way.

Intertextual references
- Especially used in humorous videos
- Some songs use a direct reference to another media text
- This provides the audience with a gratification if they recognise the link

The video for Fancy cleverly uses intertextuality as throughout there are references to the film Clueless through location, outfit choices and scenes.