Goodwin

Andrew Goodwin's theory of music video:

1. There is a relationship between the lyrics and the visuals, the visuals illustrate, amplify or contradict the lyrics.

2. There is a relationship between the music and the visuals, the visuals illustrate, amplify or contradict the music.

3. The style of a music video often relates to the genre of the music and iconography also reflects this, this means the values of the genre are evident for example, celebrity status, wealth and attraction important in Hip Hop, live performance to Rock and storytelling to Country.

4. Close ups are very important as this is what sells the artist, these are used on the demand of record companies as their primary concern for music video is promotion of the artist.

5. Voyeurism is encouraged, particularly when it comes to women. This encourages the audience to look at the artist and become more involved with them.

6. Intertextuality is often used, this is where references are made to other texts, either other music videos or film or television.