The conventions of a music video

1) Spectacle of concept: a video that relies on clever imagery, performance, content, effects of references to cultural intertextuality to reach an audience.

Peter Gabriel : Sledgehammer

2) Narrative: the video is designes in a story format, ofetn interspersed with fooatge of the musical group / performer.

Michael Jackson : Thriller

3) Intertextuality: video's that 'borrow' of subvert cultural products already in existence will appeal to audiences 'knowingness'.

Madonna : Material Girl

4) Image: the video's focus is to re / produce a particular aesthetic / image for the musical group / performer. i.e a mediocre pop diva's video will focus on her body rather than her lack of vocal talent.

Jessie J - Price Tag

5) Romanticism / Sex: in general appeal to the younger target audiences who have yet to have direct personal experience of such things and titillates those who should know better.

Taylor Swift : You Belong With Me

 

Goodwin's Rules

1. Music videos demonstrate genre characteristics
(e.g. stage performance in rock video, dance routine in hip hop etc).

2. There is a relationship between lyrics and visuals (the words are interpreted visually either through a narrative, or figuratively through signs and symbols)

3. There is a relationship between music and visuals (the editing of the visuals is closely linked to the rhythms of the music)

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

5. There is frequently reference to notion of looking (screens within screens, telescopes, mirrors etc) and particularly voyeuristic treatment of the female body.

6. There is often intertextual reference (to films, tv programmes, other music videos etc).