20.9.12 - 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. One such theorist is Andrew Goodwin, who believes that there are 6 features which are present in music videos. These features are:

1. The lyrics are linked to what is seen on the screen - there is a link between the lyrics to what is seen by the audience, either conforming to the feature or completely contradicting it.

2. The music is linked to the visual material - this affects the editing process as the tempo and beat of the music can be used in the animating of the video. e.g. R&B/ Hip-Hop beat used in fast paced editing

3. Music videos demonstrate genre characteristics - this means the genre or style of the music video (visual material) has to have a link with the music. e.g. Pop music videos usually have a dance scene.

4. Demands of the record label will include lots of close ups and developing motif - this allows a developing artist or even and established artist to be recognised through other media outlets as well as future music videos. e.g. Jay-Z uses his symbol of 'The Roc' as a motif to promote himself, his record label (Roc-A-Fella Records, Roc Nation) and his companies such as: Rocawear.

5. Frequent references to looking (mirror, screen, telescope etc.) and particular voyeurism (sex symbolism) of females - which has an aim to increase the promotion of the music video especially to a male audience 

6. Intertextuality in reference to other media outlets - the intertextuality could refer to other: music videos, magazines, films or textual references. This could be to the benefit of the artist (acknowledging other media outlets which they like) or it could be for humorous gratification of the audience.