Andrew Goodwin's Theory

Andrew Goodwin theory suggested that music videos are made to 'sell' the star and he said that there are six different conventions within a music video.

1. He said there is a relationship between the lyrics and the visuals which can either amplify or contradict the lyrics.
2. Through beats - the video is edited in a way which fits in with the beat of the song
3. Iconography - Most artists have a 'trademark' which they're well known for or represents the genre of the song
4. Close Ups - to sell the artist or the single
5. Voyeurism - to enhance the audience's interest by sexualizing the artist
6. Intertexuality - some videos have a direct reference to another media product

An Example:
In McFly - Love is on the Radio we can see an element of these conventions.

1. There is a relationship between the lyrics and visuals which amplify the lyrics - when they sing 'we could be married like MRS and MR' Harry shows his wedding ring and when Tom and Danny stand together Danny points to Tom on MR. Also when they sing 'we'll have a song and we'll give him a sister' it shows what could be Tom/Harry's son and then it shows Tom cradling his arms like a baby therefore referencing the lyrics. There are lots of links between lyrics and visuals.
2. The editing also fits in with the beat as the edits follow off from each beat, each cut emphasizes the lyrics of the song
3. McFly represent the genre of rock as they all play their own instruments and they wear rock clothing I.e. smart casual - jeans, waistcoats, hats but they don't as a band have iconography as such
4. Again in this video there are various close up shots of each member of the band, this would appeal to the teenage girls who follow the band as they may like a specific member of the band and so it encourages them to watch the video
5. There isn't a large element of voyeurism in this video as there are no women however it could apply to the band still as teenage girls may see them as attractive however in this video they aren't sexualised.
6. There is some intertexuality in this video i.e. Dougie licking the hammer is taken from Miley Cyrus' Wrecking Ball which is a direct reference to her music video.