Andrew Goodwin - codes and conventions of music videos

Andrew Goodwin was a music video theorist and he identified seven main conventions which a good music video should have. 


1. All music videos must generate certain genre characteristics. For example, girl/boy bands should feature a dance routine within the music video, rap/R&B music videos should have a number of women and the artists should be wearing jewellery such as expensive watches and chains ('bling') and heavy metal/ rock videos should have performance shots. 

Screen shot taken from Jay Zs song 99 problems.

2. A relationship between the lyrics and the visuals. Themes, mise-en-scene and events match the lyrics of the song to help portray the message of the song.  For example 'Alfie' by Lilly Allen the lyrics match what we see.





3. A relationship between the music and the visuals. This means that the cuts/edits and the movements in the video are in sync with the rhythm and beat of the song. For example, Bruno Mars flicks an drawing of a drum in sync to the beat at a point during his song 'Just The Way You Are'.





4. Due to the demands of the record label, there should be many close ups of the artist/artists'. This is because the record label will want their artist to gain maximum recognition, boosting their popularity and therefore their sales. 

Image from Jay Z 99 problems video, he includes many close up shots to ensure to the audience he is the centre of attention.
5. Reference to the 'notion of looking', in-particular the voyeuristic treatment, and objectification of the female body. The 'male gaze' is often used in music videos to attract male audiences. The 'notion of looking' can also include the artist looking directly into the camera, breaking down the 'third wall' to help the audience to connect with the artist. For example destination unknown by Alex Gaudino.





6. Inter-textual references can be used. Music videos reference other forms of media, most commonly film, but can also be television and other music videos. For example, Linkin Park's music video for the song 'Iridescent' has inter-textual references to the film 'Transformers Dark of the Moon' because the song is used in the film and both media products promote each other. 










7. Iconography or motifs from the artist should be included in the video. This is all about the artist's 'star image'. If the artist has their own iconic style which they have developed in their career or in their other videos, then it should be repeated in the rest of their work to help their recognition. 

 

 

Jay Z uses the same clothing and body styles throughout most of his videos he keeps a continuous theme going.