Andrew Goodwins 6 Conventions of a Music Video

1 - Music videos demonstrate genre characteristics. (e.g. stage performace in metal music videos, dance routine for boy/ girl bands, aspiration in Hip-Hop).

2 - There is a relationship between lyrics and visuals. The lyrics are represented with images. (either illustrative, amplifying, contradicting).

3 - There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music. (either illustrative, amplifying, contradicting).

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). These include close ups of the stars face, iconography of the band image, visual trademarks and motifs.

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

6 - There are often intertextual reference (to films, tv programmes, other music videos etc).

JLS - One Shot

In this video we see the dance routine which is expected in any video of a boyband, there is also plenty of close ups of the band and the lighting is clearly showing that the focus is on them. There is a relationship between lyrics and visuals also when the chorus line 'one shot' is sang, the artists hold up the one index finger.

Shakira - She Wolf

In this video we see close intertextual reference to films of a genre horror, the beginning of the video shows a close up of the artist waking up to a full moon and she then changes (her nails grow longer). There is very frequently reference to notions of looking also, there is strong voyeuristic treatement of Shakiras body as the dances around and holds poses showing herself off. There is a link between the lyrics and visuals also, as 'eternal creature' is sang, a werewolf appears - which is also what the song is about.

Outkast - Roses

In this video we see strong notions of looking through the use of pictures on the screen and mirrors to highlight the female character, 'Caroline.' There is also a relationship between music and visuals as the car drives off, the instruments being played and also towards the end when a fight breaks out you can hear all the diegetic sound. There is also close intertextual reference between the characters/ artists and the yearbook, this also creates the notion of looking effect. This shows off the artists also as there are many close ups to create the record label and develop the band image.