Andrew Goodwin's Theory

Andrew Goodwin states that music videos demonstrate genre characteristics, for example, stage performances in metal rock videos show energy and imply loud noises. Many music videos can also link to film genres, this is known as intertextuality. For example heavy metal videos usually link to horror films and slow indie songs usually relate to romantic films.

He says that there is relationship between music and visuals as he says that the lyrics are represented with images. An example of this is in Ed Sheeran's music video for "don't" at 2;15 when the lyrics say "we drink away the days with a take away pizza" there is a woman walking into shot carrying a pizza box.

He also says that there is a relationship between music and visuals. The tone and atmosphere of the visuals reflects that of the music- either illustrative, amplifying, contradicting. Illustrative is when the music and the video relate by a set of images somehow relating to the music or lyrics. Amplifying is when meanings and effects are manipulated and constantly shown through the video. Contradicting is when the video contradicts the music for example of the music is slow and quiet yet the videos shows a lot of action.

Another point he makes is that 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 reoccur across their work- which could be to make them more recognisable. An example of this is Pharrell Williams as he wears his iconic hat is every music video and there are a lot of close ups especially in his video for "Happy".