Andrew Goodwin's 'Music Video Theory'

1. Genre Characteristics: style and iconography, (e.g. stage performance in metal video, dance routine for boy/girl band).
2. A relationship between the lyrics and the visuals with the visuals illustrating, amplifying or contradicting the lyrics.
3. A relationship between the music and visuals, (e.g. editing to the beat).
4. Multiple close up shots of the artists to create visual style, a 'Star Image' to sell the artist.
5. A frequent reference to notions looking, (screens within screens, mobile phones, billboards and particularly voyeuristic treatment of the female body).
6. Inter-texual references to other media texts may be present, (e.g. films, TV programmes, other music videos etc). Often used in humorous or parody videos.