Andrew Goodwin

Music video convention theory

A link between the lyrics and the visuals 

- Artists link their music videos to their lyrics and play them out as they are sung 

A link between the music and the visuals

- often the pace/movement of the visuals mirror the beat of the music and work in sync with one another

Reflect the common features of the genre of the music

- e.g., pop music would clearly convey the genre through bright, fun colours along with energetic dancing and stereotypical 'pretty' artists

Use of intertextual references 

- often, producers use references to well known movies when conducting a music video for their artist. This increases the interest into the videos and people are able to make this correlation 

Notions of looking and voyeurism 

- the idea that 'male gaze' is a very strong element that attracts an audience. By objectifying women and using them in a sexual way through there clothes and dancing you are able to use the 'male gaze' to your advantage 

Demands of the record label evident in the visuals

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Star image a key focus

- many people come to watch the music video just for the artists appearance in it. By spot lighting the artist in the music video, you are able to attract these people 

Performance based/ narrative based/ concept based 

- Filming the artist performing naturally in a studio/ creating a lory line that you base the video upon/ making the video more abstract and interesting