Genre theory - Andrew Goodwin

Goodwin's Theory - Andrew Goodwin argues that "music video"  is a genre itself and that music videos often follow 6 key conventions, regardless of the genre of music.

The six key conventions are as follows:

1. A relationship between the lyrics and the visuals (which illustrate, amplify or even contradict the lyrics)

2. There is a relationship between the music and the visuals (again either illustrative, amplifying or contradicting)

3. Music videos demonstrate genre characteristics (for example, elements of performance are often found throughout metal videos, whereas pop videos are more likely to include a narrative)

4. Close up shots of the artist (This is due to demands of the record label; fans will be eager to see the icon in the video)

5. Frequent reference to the notion of looking (This could be screens within screens, telescopes, and prominently voyeuristic treatment of the female body)

6. There is often intertextual reference (this could include reference to existing films, TV shows or other music videos).