The theory of Music Video

Andrew Goodwin 

• Music videos demonstrate genre characteristics (e.g. stage in rock video, dance routine in pop etc.)
• There is a relationship between lyrics and visuals
  -Illustrate-Use the lyrics to demonstrate the meaning of the lyrics and song itself
  -Amplify-Take aspects of the song (lyrics or tune) and amplify it so that it becomes the focus
  -Contradiction-to lyrics, theme or the song in general
  -Disjunction-video content bears no relation to the lyrics or theme of the song 
• There is a relationship between music and visuals 
• The demands of the record label will include the need for lots of close-ups of the artist, and the artist may develop motifs which recur across their work (a visual style)
• There is frequent references to the notion of 'looking' (Screens within screens, telescopes, etc.) and particularly voyeuristic treatment of the female body)
• There is often intertexual references (to films, TV programmes, other music videos etc.)