Andrew Goodwin's Theory

Firstly Andrew Goodwin say that music videos demonstrate genre characteristics. He noticed that most artists in the same genre have very similar music videos to make us establish what the trademark for that genre is. Gene is also shown by location for example in metal videos its the band performing on a stage, sexual things in a Hip Hop/Rap music video and for a Boy/Girl band it is a well rehearsed dance routine. An example of this is JLS - Beat Again

http://www.youtube.com/watch?v=JEYhGhdwMKI

Also there is a relationship between lyrics and visuals. The lyrics are represented with images wither illustrative, amplifying or contradicting. In Jessie J's Music video price tag she has a lyric which says "Its not about the money" and as this line is said she is standing in front of a tree with lots of money hanging of it. This shows the visuals contradict the lyrics to the song.

http://www.youtube.com/watch?v=qMxX-QOV9tI

There is relationship between music and visuals. The tone and atmosphere of the visuals reflects that of the music. The visuals may be edited in time to the lyrics and changes by the pace of the song. Visuals are usually repeated within a chorus to emphasize the lyrics in the song and beats. An example of this is Calvin Harris - Bounce

http://www.youtube.com/watch?v=IO6mzechBPI

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. They need lots of close ups so they can sell the artist and get them more out to the public. An example of having lots of close ups in his videos is Jason Derulo and his motif is singing his name at the start of his songs. An example of this is Jason Derulo - Don't wanna go home

http://www.youtube.com/watch?v=2CGF_Z3yZAo

there is frequently reference to notion of looking, screens within screens, mirrors, stages etc.. and particularly voyeuristic treatment of the female body. many music videos include the notion of looking and they use this to entice the male audience. For example Nicki Minaj - Anaconda has a lot of close ups of the female body. The close ups encourage the male audience and see her as a sex symbol. She does not have very much clothing on as well which contributes to this theory also. Goodwin says that using the camera in this way can make males feel more engaged and increases the popularity for that artist as everyone will be wanting to watch it.

There are often intertexual references to films, TV programmes, other music videos etc. Its not uncommon to recognize either the visuals or the lyrics of a song to be related with something else. This is used to engage the audiences and for them to see if they recognize the link. For example Iggy Azalea - Fancy was inspired by the film clueless.

 

The top image is from Iggys Music video and the bottom image is from the film clueless.