Goodwin theory of music video

Andrew Gooodwin statedthat there were six things that needed to be in music videos. These are:

• Genre conventions/ Iconography
• Visuals match up with lyrics
• Visuals match up with music
• Star representation
• Voyerurism
• Intertexuality

Genre conventions/ iconography- these two things are signifiers and traits relating to a specific music genre. An example may be the music genre of rock and punk in which a band could be performing there song surrounded by the use of lip syncing, playing instruments and naturalistic expression shown by the artists. an example of a music video which shows this is 'thirty seconds to mars - Kings and Queens', however, partially narrative, the music video performance from the artists within the band and also identifying a rock genre of music.
Visuals match up with lyrics- The visuals within a music video should compliment the lyrics of the songs creation or to even challenge the lyrics. An example of visuals matching lyrics 'Eminiem-When i'm gone' which portrays a music video that relates to the l;lyrics of the song showing a fast paced montage within the video. The music video portrays the artist re-enacting his lifes moments involving negative moments about him and his family.
Visuals match up with music- Andrew Goodwin believes that the visuals and illustration in a music promo, should potentially comply with the rhythm and beat of the music. Therefore, with every synchronised or in time beat, there may be a transitional shot taking place or a change in visualisation. An example of this is 'Kendrick Lamar- Alright' which tends to use transitional shots or visual effects in time with the beat.
Star representation- Andrew Goodwin refers to star representation as a crucial aspect within music videos, they make the promo more appealing to audiences around the world due to the power of musical artists, whilst bringing a unique and stand out style to the music video. star representation may occur through the uses of costumes, movements and appearances. Star representation can lead to profit not only in the promo but for the artists, public appearance and image,which will promote sales and popularity. An artist which has a strong star representation is Rihanna.
Voyeurism- Voyeurism is interpreted as watching people in the video or them watching someone do something (screen within a screen) watching attractive men and women. The artist may also look dead on at the camera or direct address to the audience breaking the 4th wall a Brechian technique. An example of voyeurism in some shots is in 'Big Sean- Blessings' music video.
Interlexuality- The last technique stated by Andrew Goodwin to create a successful music video is a convention of music promos which is interlexuality, parody and pastiche, making light references or paying homage to another music video. IT may include references to films and television programmes which is interlexuality. An example parody and pastiche is 'Alien ant farm- Smooth Criminal'