In this book he came up with a number of codes and conventions for music videos a range of elements that many must videos have in common.
Andrew Goodwin stated that there were six things that needed to be in music videos.
Genre, conventions/Iconography
Visual match up with lyrics
Visual match up with music
Stay representation
Voyeurism
Intertextuality
Visual match lyrics
The visuals within a music video should compliment the lyrics of the song to emphasise the reasoning behind the songs creation of visuals matching lyrics is 'Eminem - when I'm gone' which portrays a music vide that relates to the lyrics of the song showing a fast paced montage within the video. This music video portrays the artist re-enacting his life moments involving negative moments about him and his family.
Visual match music
Andrew Goodwin believes that the visuals and illustration in a music promo, should potentially comply with the rhythm and beat of the music. Therefore, with every synchronised or in time beat, there may be a transitional shot taking place or a change in visualisation, an example of this is Kendrick Lamar - Alright, which tends to use transitional shots or visual effects in time with the beat.
Star Representation
Andrew Goodwin refers to star representation as a crucial aspect within music videos, they make the promo more appealing to audiences around the world due to the power of the musical artists, whilst bringing a unique and stand out style to the music video. Star Representation may occur through the uses of costume, movements and appearance. Star Representation can lead to profit not only in the promo but for all the artist public appearance and image, which will promote sales and popularity, an artist which has a strong star representation is Rhianna.
Voyeurism
Voyeurism is interpreted as watching people in the video or them watching someone do something watching attractive men and woman. The artist may also look dead on at the camera or direct address to the audience breaking the 4th wall a Brechtian technique. An example of Voyeurism in some shots is in 'Big Sean - Blessings" music video.
Intertextuality, parody and pastiche
The last technique stated by Andrew Goodwin to create a successful music video is a convention of music promos which is intertextually, parody and pastiche, making light reference or paying homage to another music video. It may include references to films and televisions programmes which is intertextuality. An example parody and pastiche is 'Alien ant farm - Smooth criminal.
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