Andrew Godwin's 6 Features of Music Videos

Andrew Goodwin suggested in his book, Dancing in the Distraction Factory, that 6 different features, elements or characteristics are present in all music videos. 

1. Genre Characteristics - 

Genre characteristics are elements of a music video and other forms of media which are able to identify the genre on the media to the audience. This is normally due to past music videos creating 'trends' that future artists copy or adapt into their own, creating different features that the audience are able to recognise at a later time. An example of this is majority of girl/boy bands feature dance routines in their music videos.

2. Relationship between lyrics and visuals - 

In a music video, the artist/creator will usually visualise the subject of the lyrics with the image shown to the audience, helping them to understand the subject of the song. Some music videos will visualise the lyrics literally, whilst others will create a more abstract way so denoting the meaning to the audience. For some artists they find it more beneficial for themselves to have the music video contradict the meaning of the song, for example a sad ballad having an happy and upbeat music video.

3. Relationship between music and the visuals - 

Music videos can also create a  relationship between the music and the visuals. An example of this is the artist matching the tone of the song with the visuals, such as a high pitched song having a happy music video. This can again be done in the literal sense or more abstractly, as this feature is similar to the second feature. 

 

4. Demands of a record label 

An artists record label will often have certain requirements when their artist is creating a music video. This is because it will help them to advertise their record label, boosting their sells. The record label often requires artists to be in their music video, although some artist such as Sia have refused this but have created another identity for themselves. 

5. The notion of looking 

In most music videos there is a strong element of the male gaze. This is normally presented through a voyeuristic view of the female body. It is common in both male and female artists music videos. 

6. Intertextual references 

Music videos often have either direct or indirect  intertextual references to other media formats. This can be as subtle as a character reading a magazine or the whole music video having references to another format such as a film. 

Extra Notes On The Theory: