Goodwin’s Theory

Every music video consists of these 7 conventions

Genre characteristics
This is where there are characters/storyline in a music
video for example in first person shooter(drake) at the
start of the video there is a guy playing video games at
work.
A relationship between lyrics and visuals
This is when the lyrics and visuals have a link to each
other for example the lyric in ’sprinter’ is ” outside my
head in my hands” whilst central cee has his head in
his hands.

‘Outside my head in my hands’

A relationship between music and visuals
When the visual goes with the music/beat to
make it more entertaining for example glue by
bicep has black outs on certain beats when it
goes silent.
Demands of the record label
Some artists do this to put a stamp on there
music and form some familiarity with the
listeners so they always know that its one of
there songs for example Jason says his name
during the intro to most of his songs. This
proves to be affective because he stopped doing
this for a while and noticed the drop in his
“Jason Derulo" popularity and listeners.
Artistic Iconography
Artistic Iconography is when a singer has a style or
costume that they are known for. For example
Bruno mars and his hats.
Voyeurism
This is the sexualizing of a music video to interest a
different audience usually straight males, for example
little mix have done this in the music video for sweet
melody to try and promote the song
Intertextuality
This means that there are links to things in the outside
world to make it relatable and create a hook. Like in
clash my Stormzy and Dave where they mention the
shoes ‘Jordans’.