Andrew Goodwin - Music Video theory

Andrew Goodwin quote - "Music Videos ignore common narratives as they are essentially advertisement. As consumers, we make up our own meaning of the song in our minds, a music video can anchor meaning and give the record company/artist a method of anchoring meaning."

He has 6 different conventions behind his theory, they are.....

1.A relationship between the lyrics and the visual, which illustrates, amplify or contradict the lyrics. (Someone like you by Adele)
2. Thought beats: seeing the sounds (the relationship between the music and the visual, which illustrates the music. (Bounce by Calvin Harris)
3. Genre related style and iconography is present. (JLS chest showing in most video's, Amy Winehouse iconic hair, kisses make up.
4. Multiple close ups of the main artists or vocalist, the creation of the star image to promote a recognisable brand image. (My provocative by Britney)
5. Voyeurism often play a major part, especially in relation to females. (Britney and Rihanna expose themselves in most videos to attract the attention of the males audience to watch their videos)
6. Inter textual references to other media text may be present, especially in humorous references. (Bad by Michael Jackson).

Andrew Goodwin, the man behind the theory. 

In this video, Andrew Goodwin's theories are shown. The video is of a Nickelback song, rockstar. Obviously by the name of the song, you would think that all the people included in filming would be dressed as Rcokstars, but their are girls in bikini's, noraml people off the street etc.