Andrew Goodwin

Andrew Goodwin spent years analysing music videos before he came up with the key features that can be found in every music video ever made, all of these ideas were featured in his 1992/1993 book 'Dancing in the distraction factory.'

One of these was the idea that the lyrics and the video are related:
Illustration- The visuals match exactly what the lyrics are saying at that point ie. Katy Perry Fireworks

Contradicting: The visuals completely ignore the lyrics.

Amplifying- Something related to the lyrics but not exactly what is being said.

Genres:
-Stadium Performance-Studio Performance-Location-Narrative
-Conceptual/ Experimental

Artist Close ups:

Another feature required in a music video is close ups of the artist themselves as the management knew that they could sell the image of the artist to the fans.

-Artistic Branding

-Celebrity Culture

-Artistic Portrayal

-Implications on looking good.

Star Iconography: 

Following on from Artist Close ups, a feature linked to this is star iconography which each artist will develop in their music videos.

This could be through either of the following:

-Branding

-Style

-Brand values/unique selling points

                    Voyeurism:

Goodwin also identified that within music videos that there is the concept of voyeurism.

This basically means the audience see something that they would or should not usually see.

This could be in the form of:

-Nudity/near nudity/revealing clothes

-Exhibitionism

-An intimate location e.g. bedroom

-Frame within a frame

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The 'male gaze' is often used to attract a male audience. The male gaze is a focus on presenting things that appeal to men. This often means a voyeuristic view of, and an objectification, of women. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.

Intertextuality:

Lastly Andrew Goodwin noticed when studying music videos that there are often intertextual references to:

-Other music videos

-Films

-TV Programs

-

This can be homage, pastiche or even some kind of brand synergy.

Bibliography:  Goodwin, A. (1993). Dancing in the distraction factory. London: Routledge.