Success of music video conventions.

Andrew Goodwin's seven conventions that make music videos successful.

•  Relationship between the lyrics and the visuals which illustrate, contradict or amplify the lyrics. An example of this is Jessie J's price tag where she says "it's not about the money" yet the visuals are showing a money tree. 

• Always a relationship between the music / beat and visuals that illustrate, amplify amor contradict the lyrics. 

• A genre related style and iconography. For example we associate the colour pink with the pop genre and music instruments with the indie genre.

• Multiple close ups of the main artist or vocalist, the creation of a star image yo promote a recognisable brand image. Most common with female artists are provocative angles such as low and high are used the sexualise them.

• voyeurism often plays a major part, especially in relation to females. voyeurism is the pleasure of looking at somebody. 

• voyeurism often plays a major part, in terms of looking through mirrors, screens, binoculars or glasses.

• intertextual references to other media texts may be present, especially in humorous videos. 

Success of music videos

Star image

Music videos add to the star image and star persona of an artist. 

Narrative and performace

Goodwin stated that music videos should avoid narrative as they should focus on advertising however  he thought that using narrative could work when the artist was the main character. E.g 

Excellent use of media language

Mise-en-scene and editing both add connotations and effects that result in how the artist is represented.