1. A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics.
This Convention explains how Goodwin noticed a music videos visuals either have a complete similarity or direct contrast to the lyrics in the song. An example of this is 'If I Die Young' by The Band Perry. Throughout the video, the lead singer is seen floating in a small boat in reference to the lyric "sink me in the river at dawn" and there is a constant reference to the lyrics "lay me down on a bed of roses" as flowers are perpetually used.
2. There is a relationship between music and visuals again, either illustrating, amplifying or contradicting the music.
Goodwin identified that the visuals in a music video are often edited to the beat of the music and he stated that these visuals are commonly repeated within a chorus to emphasize the repetition in lyrics and beats. 'Thriller' from Michael Jackson exemplifies this as the dance routine fits to the beat of the song creating a clear link of the visuals of the dance routine and the music.
Goodwin identified that the visuals in a music video are often edited to the beat of the music and he stated that these visuals are commonly repeated within a chorus to emphasize the repetition in lyrics and beats. 'Thriller' from Michael Jackson exemplifies this as the dance routine fits to the beat of the song creating a clear link of the visuals of the dance routine and the music.
3. Intertextual references to other media products and/or texts.
Goodwin recognised that it was not uncommon to recognise either the visuals or lyrics of a song to be an exact reference to another media text. This is used to engage the audience and provide them gratification if they recognise it. An example of this is 'Fancy' from Iggy Azalea which is a direct reference to the 90s classic film Clueless.
4. They frequently refer to the notion of looking and particularly voyeuristic treatment of the female body.
Goodwin suggested that in order to attract a male audience, music video's often used the sexualisation and/or objectification of women, focusing on close ups of women's bodies for the males view. An example of this is Fountains of Wayne's 'Stacy's Mom' which extremely focuses upon the two females bodies. Even the thumbnail features the females mother in her swimwear - ultimately sexualising her for the viewing pleasure of the audience.
Goodwin suggested that in order to attract a male audience, music video's often used the sexualisation and/or objectification of women, focusing on close ups of women's bodies for the males view. An example of this is Fountains of Wayne's 'Stacy's Mom' which extremely focuses upon the two females bodies. Even the thumbnail features the females mother in her swimwear - ultimately sexualising her for the viewing pleasure of the audience.
5. Star image; multiple close up on the artist.
Goodwin found that to improve the artists marketing, they themselves must be included in the music video. This exemplified by Ariana Grande's 'Focus' which features here the entire time and helps to build her image which then becomes recognisable and the audience remembers the artist for that look.
6. Genre characteristics: iconography and style.
Goodwin identified that music videos in a certain genre all include certain icons and style preferences related to that genre. 'Lucky' from Jason Mraz is a clear example of this as it includes many aesthetic shots that may appeal to the millennial teenage audience that the pop genre want to entice.
Goodwin identified that music videos in a certain genre all include certain icons and style preferences related to that genre. 'Lucky' from Jason Mraz is a clear example of this as it includes many aesthetic shots that may appeal to the millennial teenage audience that the pop genre want to entice.
