Andrew Goodwin

Andrew Goodwin, a media theorist, wrote about the conventions of a music video:
• There is a relationship between the lyrics and the visuals e.g. in the music video telephone by Lady Gaga she uses a telephone referencing to the lyrics.

• Particular genres may have their own video style and iconography e.g. Rock bands tend to include more in their music videos live performances
• A demand from the record companies to include many close-ups of the main artist to make him/her look more attractive and thus attract a larger audience
• The artist has to develop his/her own star iconography in and out of their music videos. This also helps to attract a larger audience and gives the artist a style that defines him/her and makes him/her stand out from the other artists.

• References to voyeurism in music videos e.g. Lady Gaga in telephone she is objectified as she isn’t wearing a lot of clothes which attracts a male audience
• Intertextual references e.g. in Weezer’s Buddy Holly he references to the TV program ‘Happy Days’