Andrew Goodwin's theory

Andrew Goodwin's theory states that it is common for music videos to ignore common narrative as they are essentially advertisements.

1. Relationship between the lyrics and the visuals, which illustrate, amplifies or contradicts the lyrics.
2. Thought beats  (seeing the sounds). Goodwin identified that the visuals within a music video may be edited in time to the lyrics and or change in pace of the song.
3. Genre-related style and iconography present, mise en scene (costumes, backgrounds), repetition of certain actions.
4. Multiple close-ups of the main artist or vocalist; the creation of a star image to promote a recognizable brand image.
5. Voyeurism often plays a major part, especially in relation to females.
6. Inter-textual references to other media texts may be present, specially in humorous videos. he recognized that it was not uncommon to recognize either the visuals or lyrics of a song to be a direct reference to another media text. 

• The relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics. Music videos either match the song or contradict it. For example- Close by Nick Jonas illustrates the lyrics and visuals which match each other. In 'Counting stars' by One republic the visuals contradict the lyrics. In the music video 'Rude' by Magic the visuals amplify the lyrics. 

• Goodwin identified that the visuals within a music video may be edited in time to the lyrics/change in pace of the song. For example the song 'Bounce' by Calvin Harris uses visuals to illustrate the lyrics. 

• Genre-related style and iconography present, mise en scene (costumes, backgrounds), repetition of certain actions. For example 'Can't hold us' by Macklemore contradicts the lyrics, because the visuals and backgrounds are irrelevant to the lyrics. 

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• Multiple close-ups of the main artist or vocalist; the creation of a star image to promote a recognizable brand image. 'Dangerous woman' by Ariana Grande illustrates this as the visuals in the video mostly consist of close-ups of her.

• Voyeurism often plays a major part, especially in relation to females. An example of this is 'Work' by Rihanna as she is presenting herself in a seductive way due to the small amount of clothing that she is wearing. This increases the sales and interests men more. 

• Inter-textual references to other media texts may be present, especially in humorous videos. He recognized that it was not uncommon to recognize either the visuals or lyrics of a song to be a direct reference to another media text. An example of this is the music video for 'Last Friday night' by Katy Perry as it is a humorous video and you can easily visualize the video after hearing the lyrics.