Goodwin identified that most genres of music had certain traits that appeared in their music videos. For example a dance routine in a pop artists music video or a stage performance from the rock genre. I found that The Saturdays video for 'Up' had a choreographed routine for roughly 70% of the video and Kiss' video for 'I Was Made for Loving You' is an example of a stage performance in a video.
2. There is a relationship between lyrics and visuals
Goodwin noticed a similarity/direct contrast with what is shown in the video and the lyrics of the song. This would be either illustrative, conveying the meaning of the lyrics. Amplifying, repeating or exaggerating an effect, movement or phrase in the song or contradicting, which would be absolutely nothing to do with the lyrics. An example of an illustrative music video is Jessie Js' 'Who's Laughing Now'. The video very closely does what the lyrics say, for instance when the lyrics mimic young girls saying "Oh Jessie we knew you would make it!" young girls are miming those words on the video as if it's them speaking them. An example of an amplifying video is Coldplays' 'The Scientist'. The video plays on the phrase, "lets just go back to the start" by playing the whole video backwards also telling a story backwards. An example of a contradicting video is Bonnie Tylers 'Total Eclipse of the Heart' which has a series of scenes which don't reflect the lyrics in any way.
3. There is a relationship between music and visuals
Goodwin identified that the visuals in the video may be edited in time to the beats or the tempo of the song. Natasha Bedingfields 'These Words' is a good example of this.
4. The demands of the record label will include the need for lots of close ups of the artist and the artist may then develop motifs which recur across their work
The need for lots of close ups will show the artist in detail and the close ups are likely to be of an attractive/seductive/sexual part of the body enticing the audience. Examples of recurring motifs are, Michael Jacksons signature moves, for instance his balancing on his toes, JLS' shirt lifting in almost every video and Lady Gagas wacky outfits.
5. There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body
The frequent use of looking into the camera creates a sense of closeness and intimacy between the artist/s and viewer, prompting them to buy their work. It gives a direct approach. When it comes to women in music videos they are directed through a males approach which in most cases they end up dressed in very little and dancing provocatively. Pixie Lotts' 'It's All About Tonight' video is a prime example of this.
6. There is often inter textual reference
Goodwin noticed that sometimes you will recognise the lyrics or visuals referring to another text within it. For instance Madonna's 'Material Girl' was inspired by Marilyn Monroe's 'Diamonds Are a Girls Best Friend' from the 1953 film 'Gentlemen Prefer Blondes'.
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