Goodwin's Theory of Music Videos

1. Music videos demonstrate genre characteristics.

Each genre holds it's own characteristics which we use to define them as being in one genre. For example Many heavy metal and rock music videos feature stage performances such as Slipknot's video for 'The Nameless'.

2. There is a relationship between lyrics and visuals.

There is a similarity or direct contrast with what is shown in the video and the lyrics of the song.

3. There is a relationship between the music and visuals.

The visuals in the video may be edited in time to the beats or rhythm of the song. An example is the opening to 'Empire State of Mind' by Jay-Z and Alicia Keys.

4. The demands of the record label will include the need for lots of close ups of the artists.
Ultimately record labels want to sell their artists and the best way of doing this (especially with female artists) is to show them throughout the video, usually in a provocative fashion. A great 

example is many of Rihanna's music videos.

5. The artist may develop motifs which reoccur across their work (a visual style).
You may recognise certain characteristics throughout a number of the artist's music videos. This may be shown with their dress, attitude, gestures or camera work, editing and lighting. A lot of music artist's videos are directed by the same person each time.

6. There is frequently reference to notion of looking.

Often shown with screens within screen, looking through telescopes. Also and most commonly, the voyeuristic treatment of the female body (above). 

7. There is often intertextual reference.

Sometimes you will recognise the lyrics or visuals referring to another text within it. The reference to Rebecca Black's 'Friday' in Katy Perry's video for 'Last Friday Night' is a great example, as well as the appearances from other celebrities.