Andrew Goodwin's Theory

Andrew Goodwin wrote a book called 'Dancing in the Distraction Factory' in which he points out the characteristics and features that are found in music videos. He stated that music video institutions aim to follow these 6 rules in order to gain an effective video, and promote the artist.
1. Music videos demonstrate genre characteristics

LMFAO's 'Sexy and I know it' video shows clear conventions of the pop genre, due to bright colours and once routines.

2. There is a relationship between music and visuals. The lyrics are represented with images.

Katy Perry's 'ROAR' music video follows the lyrics due to reference of tigers and 'roaring'

3.There is a relationship between music and visuals. The tone and atmosphere of the visuals reflects that of the music.

Adele's 'Hello' is a sad, slow song and the black and white music video reflects the atmosphere of the music.

4. The demands of the record label will include the need for lots of close ups of the artist and the arts may develop a motif which recur across their work.

Taylor Swift's music videos always include close ups of her. Source: 'Out of the woods" music video.

5. There is frequently reference to notion of looking (screen within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.

'Blurred Lines' includes extreme voyeuristic treatment of women.

6. There are often intertextual references.





Iggy Azalea's 'FANCY' is a pastiche of 90's film, 'Clueless'.

Some music videos break these conventions in order to stand out. for example, in some videos the artist is not shown as part of an artistic/ creative intention. In Sia's 'Chandelier' music video, she is not featured, it only includes a young girl dancing. This is because it is part of her unique selling point, that she keeps her identity a secret, which intrigues fans and the audience. This shows that breaking the tradition music video conventions can benefit the artist, as it makes it unique and intriguing.

Other examples:

1. The Cranberries- Zombie- Demonstrates genre characteristics.

Rock Music- black and white, instruments shown(performance), rebellion, rejecting mainstream society, children influenced by IRA. Jaxstaposition- dark(violence), Golden and bright (hope).

2.  Fallout boy- American Suitehearts-  Relationship between lyrics and visuals.

Women displayed as 'American sweethearts', Cheerleaders(typically associated with American schools) Lyrics 'lets hear it' held up by women. Hollywood hills.

3.The wanted- Walks likes Rihanna- Relationship between music and visuals.

Pop music- upbeat and fast pace editing to match music. 'Boom Boom' beat matched the flash of lights.

4. Misha B- Home Run- Close ups of artists

Misha B is the centre of all shots. She has her name on her eyelashes.

5. Rihanna- Stay- Voyeurism-

Rihanna is in a bath tub naked, however the male singer is fully clothed. The use of a mirror is also a voyeuristic feature.

6. Red Hot Chilli Peppers- Californication- Intertextuality

The entire music video is laid out like a music video.