Andrew Goodwin believes that all music videos are based on 6 principles. Goodwin believes that these principles allows us to see trends and connections between genre and content. These features are:
1. The music video demonstrates genre characteristics
2. The lyrics and visuals both need to match
3. The music and visuals need to match
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) an example of this can be Jay Z's Rock, this represents his record label which we see when he performs. The rock helps Jay to promote himself and his record label.
5. There is frequently a reference to the notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
6. Intertextual reference, film, tv programmes and music videos.
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