Music video theorists: Andrew Goodwin, Sven E Carlson.

Through the theory coined by Andrew Goodwin, studying and analysing the forms of a range of music videos has never been so easy, thanks to a checklist of features that amalgamate to create a successful music video.

The theory includes a checklist of seven key points that should work in complete synergy in order to form a music video. This checklist encompasses the series of codes and conventions that music videos should have in common, whilst reiterating the fundamental basis of all music videos, which is to have a strong, constructed link between the visuals, the song and the artist or band.

Key features of Goodwin's Theory:

• Typically, all music videos have unequivocal genre characteristics that would pertain to the specific genre of music being relayed to audiences.

• There is almost always a relationship between the visuals of the video and the lyrics performed by the artists.

• Demands of the Record Label (i.e. Warner Bros.) will be evident within the video and represented by the artist.

• Intertextual references are common, too.

• The 'Notion of Looking' (such as the objectification of women and men - links to other theories such as 'The Male Gaze' theorised by Laura Mulvey) with features of 'Voyeurism', such as direct gaze, screen and mirrors and potential insight into the life of the artist.

• Artist Iconography/Star Image.

• There is a strong relationship between the music and the lyrics.

Sven E Carlson

ven is a media theorist who has stated two theories; one states that binary opposites are the driving point of the narrative for music videos, and the other being that there are two main types go music video.

Binary opposites are a pair of related terms or concepts that are opposite in meaning, this is its definition, therefore Sven is stating that opposites drive the narrative such as a black and white theme. This example can be seen in music videos such as Nickleback- Someday where there is an opposite in human and supernatural as it appears that the man is a ghost.

Sven’s second theory being that there are two main types of music video, states that the two videos are either performance or conceptual. Performance clips are where the video mainly shows an the band/singer/artist performing their song, including singing, dancing, and the playing of musical instruments.

Conceptual clips are the opposite to performance clips as something else is shown during the song’s duration, meaning that the narrative is showing something that may have symbolistic value or an artistic meaning.