Conventions of a music video - Andrew Goodwin

Andrew Goodwin, a media theorist, has identified 6 key features of music videos that can be easily recognised by us as an audience throughout the different genres of music, even if we tend not to think about it...


1. Music videos demonstrate the quintessential characteristics of the genre being heard.

This means that the style of music will not contradict what is being seen in the music video. For example, a boy/girl band might include a dance routine of some kind in their music video, whereas a rock band's music video would probably show them performing on their instruments.

Pop boy-band One Direction dancing in 'Best Song Ever'.

Rock band Muse playing instruments in 'Uprising'.

2. There is a relationship between lyrics and visuals.

This means that the visuals of the music video should reflect the music by either illustrating, amplifying or contradicting the lyrics.

'Man on a Wire' by The Script has the lead singer on a wire.

3. There is a relationship between music and visuals.

This means that the style and atmosphere of the music should affect what we see in the visuals.

'Jar of Hearts' by Christina Perri is a very sombre and dark sounding song which is reflected in the dull and gloomy atmosphere in the video.

4. The demands of the record label will be incorporated into the music video.

This means that the music video is likely to have lots of close-ups of the artist to promote them and make them more recognisable. In addition to this, the artist may develop motifs which recur across their work to give them a visual style, which the record label can use to create their star image.

In Ellie Goulding's 'Burn', there are many close-ups of her face to gain familiarity.

5. There are constant references to the notion of looking.

During the music video, we will see the artist in a variety of ways, this may be through screens within screens or in mirrors. This will be more likely to be used by synthetic artists where voyeurism can cause the focus to be on the artist.

In 'Telephone' by Lady Gaga we can see her through a security camera in her underwear to add sex appeal.

6. There will often be intertextual references.

This is where the music video will imitate other media products such as films, television programmes or other music videos.

The puppet section from 'Walks Like Rihanna' by The Wanted (left) mimics that in 'N Sync's 'Bye Bye Bye' (right).