Goodwin had identified five key points that are present in music videos:
1. A Relationship between the images shown and music heard.
The music of the song will, in some form, be relevant or deliberately contradictory to the images displayed in the video. For example, you may expect to see images of grungy, dark and seemingly improvised stage surroundings when listening to heavy metal music.
The music of the song will, in some form, be relevant or deliberately contradictory to the images displayed in the video. For example, you may expect to see images of grungy, dark and seemingly improvised stage surroundings when listening to heavy metal music.
2. The visual content of the video will, in some form, link to the lyrics of the song.
This has the effect of making the video and the lyrics relevant to each other and therefore allows for the amplification of lyrics, or inversely, the video's content. The relationship between the visual and audible content can also strengthen the narrative/message present in the song.
3. Music videos will usually conform to genre characteristics.
One might expect that a rap artist, for example, will often produce music videos that include images that are widely associated with the rap genre- In this case, mostly material wealth and objectified women. In conforming to/abiding by the associated characteristics of their music genre, music video creators can establish their target audience and in turn allow for that same target audience to relate to the music video they are watching, and easily identify its genre.
4. An iconic image will often be present and focused upon.
As an example, the pop boy-band "One Direction" will produce music videos that focus greatly on each of the five members, as they are well known and well liked by the majority of listeners interested in the pop genre. A similar example would also be "The Beatles". In both cases, the two appeal to their target audience through the popularity of their band members- Music videos do well to focus on their respective iconic imagery, as this will define the identity of the music video and assist in gaining attention and a maximum number of viewers.
5. The demands of the record label will include the need for close ups of the artist and the artist may develop motifs across their work. This is often achieved through a 'visual style'.
6. Intertextual references are often present.
Music videos may include intertextual references sourced from other music videos, or other media such as films. These references allow for the music video to tap into the culturally relevant trends/ideas circulating in a viewer's mind. In including intertextual references in a music video, a kind of synergy occurs when the viewer thinks about the film (as an example) that the music video has referred to. Ultimately, this bolsters the appeal of the music video through relating to the audience and appealing to culturally/socially significant themes present in the respective target audience demographic.
This has the effect of making the video and the lyrics relevant to each other and therefore allows for the amplification of lyrics, or inversely, the video's content. The relationship between the visual and audible content can also strengthen the narrative/message present in the song.
3. Music videos will usually conform to genre characteristics.
One might expect that a rap artist, for example, will often produce music videos that include images that are widely associated with the rap genre- In this case, mostly material wealth and objectified women. In conforming to/abiding by the associated characteristics of their music genre, music video creators can establish their target audience and in turn allow for that same target audience to relate to the music video they are watching, and easily identify its genre.
4. An iconic image will often be present and focused upon.
As an example, the pop boy-band "One Direction" will produce music videos that focus greatly on each of the five members, as they are well known and well liked by the majority of listeners interested in the pop genre. A similar example would also be "The Beatles". In both cases, the two appeal to their target audience through the popularity of their band members- Music videos do well to focus on their respective iconic imagery, as this will define the identity of the music video and assist in gaining attention and a maximum number of viewers.
5. The demands of the record label will include the need for close ups of the artist and the artist may develop motifs across their work. This is often achieved through a 'visual style'.
6. Intertextual references are often present.
Music videos may include intertextual references sourced from other music videos, or other media such as films. These references allow for the music video to tap into the culturally relevant trends/ideas circulating in a viewer's mind. In including intertextual references in a music video, a kind of synergy occurs when the viewer thinks about the film (as an example) that the music video has referred to. Ultimately, this bolsters the appeal of the music video through relating to the audience and appealing to culturally/socially significant themes present in the respective target audience demographic.
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