Goodwin's Rules:

1. Music videos demonstrate genre characteristics

(e.g. stage performance in rock video, dance routine in hip hop)

2. There is a relationship between lyrics and visuals

(the words are interpreted visually either through a narrative, or figuratively through signs and symbols)

3. There is a relationship between music and visuals

(the editing of the visuals is closely linked to the rhythms of the music)

4. 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)

5. There is frequently reference to notion of looking (screens within screens, telescopes, mirrors etc) and particularly voyeuristic treatment of the female body

6. There is often intertextual reference

(to films, tv programmes, other music videos etc)

Spectacle or Concept

A video that relies on clever imagery, performance, content, effects or references to cultural intertextuality to reach an audience are videos that use spectacle or concept.

Who Do You Think You Are- Spice Girls

This video revolves around people and the band are predominant. Each of their individual personalities are perceived through costume. The video is performance based and contains lots of dancing. The band are lip synching throughout. The video demonstrates genre characteristics due to the dancing in a pop video, this is one of Goodwin's rules which classifies a music video.

Narrative

Music videos that take a narrative approach are designed in a story format, often interspersed with footage of the musical group/performer.

Sorry's Not Good Enough-McFly

A good example of a narrative music video is Sorry's Not Good Enough by McFly. The song is about a break up and the video itself follows the story of the girl breaking up with the boy, who is played by a member of the band. Mixed in with the narrative storyline is the performance element from the band. They are shown performing at the restaurant where the characters are at. There is a clear relationship between the lyrics and visuals which is another of Goodwin's rules.

Intertextuality

Music videos that 'borrow' or subvert cultural products already in existence will appeal to audiences 'knowingness'

We Are Golden- Mika

In this music video, Mika is the only character and is seen dancing around his typical teenage bedroom. Goodwin's rule, having a relationship between music and visuals, applies to this video as the clips and different transactions move to the same beat as the soundtrack. This video is mainly performance based and there are several references to cultural intertextuality when Mika himself dances in a similar way to Michael Jackson, this move is easily recognisable and reaches to a different audience than the actual track itself does.