Andrew Goodwin's Theory

Andrew Goodwin
- Defines what a music video is.
- Describes the key conventions of music videos.
- First POST MODERNIST Theorist.

Goodwin's 7 key features of a music video:

1. Music videos demonstrate certain genre characteristics
2. There is a relationship between lyrics and visuals
3. There is a relationship between music and visuals
4. The demands of the record label will include the need for lots of close-ups of the artist
5. The artist may develop motifs or iconography that recur across their work (a visual style)
6. There is a frequent reference to the notion of 'looking' and particularly voyeuristic (pleasure through looking) treatment at the female body
7. There are often inter-textual references - mostly to film, television and popular culture