Andrew GoodwinDefinition of what a music video isKey conventions of music videosFirst POST MODERN Theorist

Key features of Music Videos

In 1992, Andrew Goodwin published a book called ‘Dancing in the Distraction Factory’, after years of research into music videos

In this book, he came up with a number of ‘codes and conventions’ for music video – a range of elements that many music videos have in common

Goodwin’s theory identified these key features:

1. Music videos demonstrate certain genre characteristics For example: stage performance in Metal/hard rock video dance routines for boy/girl bands ‘throwing signs’ in early hip hop video (recognise Dr Dre or Ice Cube?) scantily clad women or ‘bling’ for gangsta rap videos

2. There is a relationship between lyrics and visuals Often illustrative but could amplify or contradict the lyrics

3. There is a relationship between music and visuals Often illustrative but could amplify or contradict the music

4. The demands of the record label will include the need for lots of close-ups of the artist

5. The artist may develop motifs or iconography that recur across their work (a visual style)

6. There is frequent reference to the notion of ‘looking’ (screens within screens, filming, cameras) and particularly voyeuristic (pleasure through looking) treatment of the female body

7. There are often intertextual references – mostly to film, television and popular culture

Goodwin’s theory identified the following key features: In small groups, choose one or two of ‘Goodwin’s seven’

and conduct some research online to find excellent contemporary examples.

Basic research findings should include: Artist and song title, date, record label, genre

Analyse the examples closely and make detailed notes related to the key features you have chosen

Present your group examples back to the class and be prepared for questions!

When listening to others, think about the features you have chosen and whether you can see these exemplified in the music videos they are discussing