Andrew Goodwin

Andrew Goodwin's theory suggests there are 7 codes and conventions found in music videos...

1. All music videos have certain genre characteristics. 

One Direction- Boy bands doing the same dance simultaneously.

2. There is a relationship between the visuals and the lyrics.

Taylor Swift- Shake it off, "Shake" lyrics while girls shake their bum's.

3. There is a relationship between the music and the visuals.

Drum beat in song while visuals show drums being played.

4. The demands of the record label for the artist/band.

Beyonce showing off her body and shaking her bum.

5. Artist Iconography.

Adele's winged eyeliner and big hair is a part of her artist iconography, similarly this was Amy Whinehouse's iconography too. Ariana Grande's high ponytail is a recognisable icon for this artist. 

6. The notion of looking- voyeurism.

Justin Beiber's 'sorry' video- girls dancing, focussing on particular parts of their bodies.
Shakira- looking in the mirror in her video.

7. Intertextual- referencing other media texts.

 Lily Allen- Alfie, references lots of fairytale stories, such as Alice and Wonderland.