Music Video Conventions - Andrew Goodwin

Andrew Goodwin believed there were 7 main conventions that were portrayed in music videos.

• Music videos demonstrate certain genre characteristics
• Relationship between lyrics and visual
• Relationship between music and visuals
• Close ups of the artist
• Developed Motifs/ iconography
• Different camera moves to portray different viewpoints
• Intertextual references

We picked a few videos at random to see if his conventions applied. 

-    We found love – Rihanna

          

From looking at this we could see the link between the music and visuals as the music was upbeat and there were many short quick cuts. This was effective as it added to the effect of the video. This may be useful for us when we make our video as we could include edit our music video to match our fast upbeat song which could create a intresting impact on the audience.

-      Beat again –JLS

           

The main convention shown was the relationship between lyrics and visuals as actions were done i.e. the moving of hands near the chest to portray a heart beating.  We may use this in our music video to add emphasis on the lyrics and have our artist directly targeting the audience. For example when she our artist says 'I don't got many friends but i got you' - where she will point at the camera. 

Singing in the Rain

    

           
Also in the video lyrics and being matched with visuals, 'singing in the rain'.

In our music video there is the lyric - "dancing in the rain" where we would have our character dancing in the rain, possibly swinging her umbrella as with the movie "Singing in the Rain". Furthermore this shows reference to the intertexual convention as well.