Andrew Goodwin
Andrew Goodwin is a theorist who has become an expert in the field of music video because of this he knows what he is talking about. There are six music video conventions which have been explained below. - A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics.
- Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music).
- Genre-related style and iconography present.
- Multiple close-ups of the main artist or vocalist: creating a star image to help promote a recognizable brand image.
- Voyeurism often plays a major part, especially in relation to females.
- Intertexual references to other media texts may be present, this is especially present in humorous videos.
Goodwin says that in all music videos these conventions will be present as the producers want to create a product that will sell the main track so they will use everything and anything to sell the music.
