Andrew Goodwin’s believes there are several key aspects that appear and

happen in videos. These are:

Music and Visuals – These must be in time, done through the beats in the

music video matching with the visual shots. The speed of the song therefore

affects the speed of the editing as it would not look visually good if a fast

upbeat song had a slow paced music video as this would not link well.

Genres – May include the type of music such as pop, dance or rock for

example. It’s the way that the music video matches through factors such as

location/settings or mise-en-scene like clothing. Things also like whether it is a

narrative video or a performance video as well contributes to the genre.

Lyrics and Visuals – Lyrics which will match what is being shown, for example if

the lyrics within the song say something about trees the music video will show

a variety of shots of trees, linking to visuals.

Star Iconography – Can be done by showing the artist in shots throughout the

music video which show a variety of close- ups, therefore the audience can be

easily identify the main artist(s).

Intertextuality – This is where the music video has links to something else, an

example could be a song and music video that refers to a film through the

lyrics and visuals.

Voyeurism – Relates to the location of shots, the use of framing, the audience

will be shown something they are not maybe expecting, or they wouldn’t

normally see. An example could be the artist framed in a window or mirror in a

personal location such as their bedroom or bathroom.