Andrew Goodwin is a theorist that believes that there are set conventions that can be attached to any music video.
Goodwin's theories conventions:
A link between the lyrics and the visuals
Having visuals will allow you to reflect lyrics either metaphorically, symbolically or literally.
A really good example of a Song that has meaningful lyrics that are being represented visually in a music video would be a song called 1-800-273-8255. by Logic, Alessia Cara, Khalid
A link between the music and the visuals
Visuals in music videos are really important. Not only do they reflect the pace of the song, they also show the rhythm and atmosphere.
Visuals reflect the genre of the music
The visuals in the music video tend to reflect the genre of the song. A really good example of this would be 'Californication' by the Red Hot Chili Peppers
Use of intertextual references
''Intertextuality is the shaping of a text's meaning by another text''. It is used to draw in audiences attention making them feel clever because they notice where the visuals are coming from.For example, some music videos have references to TV shows and movies giving the audience a larger appeal. A good example of this would be "The Ghost of You" by My Chemical Romance. which has movie references from "Saving Private Ryan"
https://www.youtube.com/watch?v=uCUpvTMis-Y
Notions of looking and Voyeurism
This is the idea that we are sexualising the artist. For instance, some female artist will be encouraged to wear clothing that will appeal to the audience encouraging the audience to look at them.
Reflective of the record label
Could reflect issues such as the recored label's
- Financial status
- Power / connections
- Other signed artists
- Global location
A really goo example of this would be "Streatham" by Dave
https://www.youtube.com/watch?v=mkMQNRYlVAQ
Star Image is a key focus
This is how the star in the music video is portrayed to the audience. By filming the unique features of the artist that the audience deem as recognisable on a global view. An example of this could be by having the artist simply making the album cover and image of themselves. As the audience that is following the artist is going to then see the album cover and then want to listen to it. A good example of this would be Kendrik Lamar's Album 'DAMN.'
Three types of music video's
- Performance
A performance music video tends to show the artist or band playing their instruments in their music video as though they were actually performing. A really good example of this would be a classic jazz piece called 'So What' by Miles Davies
- narrative
A narrative music video tells the audience a story. It doesn't necessarily have to have any meaning towards the song itself. However, a-lot of artist like to have a music video that compliments the message that the song is trying to get across to the audience. For instance, a really good example of this would be "WINGS" by Macklemore x Ryan Lewis.
- concept based
Concept based video's tend to be the videos that have no relevance to the song itself, yet they are the ones that have such a large appeal to a wide audience due to how unique and abstract they are. A group called OK go have created many concept based video's, all of which get and an extremely large view count due to how original and creative their video are. A really good example that they have created is called "I Won't Let You Down"
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