Goodwin's Music Video Theory

Goodwin analysed music videos and picked out these seven characteristics which apply to either a genre or artist types music video. Not all findings will apply with every music video but one or two will. 

Music videos demonstrate certain genre characteristics, for example; metal and rock music videos will have a live stage performance, boy/girl bands will have dance routines and (gangsta) rap videos will have scantily clad women, bling and money as key themes.

There is a relationship between lyrics and visuals, this is usually used to illustrate the lyrics but can be used to contradict them.

There is a relationship between music and visuals

The demands of the record label will include the need for lots of close-ups of the artist

The artist may develop motifs or iconography that recur across their work (a visual style)

There is frequent reference to the notion of ‘looking’ (screens within screens, filming, cameras) and particularly voyeuristic (pleasure through looking) treatment of the female body. This is more common in R&B, rap and Hip Hop.

There are often intertexual references – mostly to film, television and popular culture, to engaging with the audience more.