Goodwin's theory research

Andrew Goodwin says that music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require.

He identified a number of key features in music videos, these include:

1. There is a relationship between lyrics and visuals- the visuals would illustrate, amplify or contradict the lyrics
2. There is a relationship between music and visuals- the visuals again illustrate, amplify or contradict the music
3. The demands of the record label will include the need for lots of close ups of the artist and may develop motifs which recur across their work- this will allow artists, either developing or an established artist to become noticed and be memorable. Also they may develop fans who would like their particular style on their quirky motifs
4. There is frequent reference to notion of looking and particularly voyeuristic treatment of the female body
5. Music videos demonstrate genre characteristics- for example, boy bands which we expect them to dance and bands playing instruments
6. There is often intertextual reference- with references to other music artists, films and television shows