Andrew Goodwin – Music Video Theory

Genre Characteristics

Music videos show typical features of their genre, e.g. live performances in rock or choreographed dancing in pop.

Lyrics and Visuals (Definition)

The visuals in a music video link to the lyrics in a meaningful way.

Illustrative (Lyrics & Visuals)

The visuals directly show what is being said in the lyrics.

Amplifying (Lyrics & Visuals)

The visuals expand or exaggerate the meaning of the lyrics.

Contradicting (Lyrics & Visuals)

The visuals oppose or go against the meaning of the lyrics.

Music and Visuals (Definition)

The visuals are edited to match the beat, rhythm, or mood of the music.

Illustrative (Music & Visuals)

The visuals directly reflect the tempo or sound of the music.

Amplifying (Music & Visuals)

The visuals enhance the feeling or intensity of the music.

Contradicting (Music & Visuals)

The visuals clash with the pace or mood of the music.

Record Label Demands

Record labels want the artist clearly shown to build star identity.

Close-Ups of Artist

Music videos often use close-ups to make the artist recognisable.

Visual Motifs

Repeated visual elements that create a recognisable style for the artist.

Notion of Looking

Music videos often include screens, mirrors, or cameras to emphasise looking.

Voyeurism

The female body is often presented for the pleasure of the viewer.

Intertextuality

References to other media texts such as films, TV shows, or other music videos.

Purpose of Intertextuality

It creates familiarity and meaning by linking to well-known texts.