Andrew Godwin's theory:

Andrew Godwin writing in 'Dancing in the Distraction Factory' (Routledge 1992)
1. Music video's demonstrate genre charecteristics. For example, stage performance in metal video/ dance performance for a boy/girl band all need their set stage directions.

2. There is a relationship between music and visuals; either illustrate, amplify, contradicting.

3. There is a relationship between music and lyrics; either illustrate, amplify, 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)

5. There is frequently reference to notion of looking (screens within screens telescopes) particularly voyeurism treatment of the body.

6. There is often intertextual reference (to films, tv, music)