Andrew Goodwin's theory

"Music videos ignore narrative and just try to advertise"

Conventions:
1) A relationship between the lyrics and the visuals, which illustrate, amplify or contradict the lyrics
2) Thought beats, you see the sound
3) Genre-related style and iconography present
4) Multiple close-ups of the main artist or vocalist: creation of a star image to promote a recognisable brand-image
5) Voyeurism often plays a major part, especially in females
6) Intertextual references to other media texts may be present, especially in humourous videos

Voice within song: uniqueness and recognition

Story being told: emphasise lyrics

Narrative and performance: the music video is more of an advert

Star image: iconic image, ways to promote song (illustrate, amplify [individual interpretation), disjuncture [contrast to lyrics])

Technical aspects: camera movement, camera angle, sound pitch/pace, mise en scene [location, outfits, make up], editing [image, pace]

An example: 

This video uses the following aspects of Andrew Goodwin's theory:

• There is a relationship between the lyrics and the visuals which illustrates the lyrics. For example "and every girl in here gotta look me up and down," when Beyonce sings these lyrics, a girl looks her up and down, thus making the lyrics and visuals parallel. Also, "drop the bass, mayne, the bass get lower," when Beyonce sings these lyrics, she proceeds to get lower to the ground when she sings the word 'lower,' again making the lyrics and visuals parallel
• She uses thought beats in the video when she bangs the wall in time with the drumming sound in the background
• There are  multiple close-ups of the main artist or vocalist (Beyonce) to create a star image to promote a recognisable brand-image
• There is voyeurism when they show shots of the ladies bottom halves and clevage

An example:

This video uses the following aspects of Andrew Goodwin's theory:

• There is a relationship between the lyrics and the visuals which contradict the lyrics. For example, the song is about an unborn child, yet the whole music video is set in a hospital. New born babies are usually born in hospitals, so the setting adds extra meaning to the lyrics, perhaps his longing to be in a hospital so the child was born.
• There is iconography present as the lyrics are about a 'small bump' which relates to new born babies, therefore a hospital. So the waiting chair, nurses, notice board etc. that are present relate to the lyrics
• There are multiple close-ups of the main star and image, I think this amplifies the lyrics as it is obviously quite a personal song of his

An example:

This video uses the following aspects of Andrew Goodwin's theory:

• There is a relationship between the lyrics and visuals which illustrate the lyrics. For example, this song is all about making the world a better place and bringing important issues to the surface for people to recognise. To emphasise this, they have used shots of abandoned children on the street and suffering people to add a sense of realism
• Iconography is present as the lyrics and visuals match, so the use of graffiti-ed walls and run down buildings help to create a sense of empathy
• There are close-up's of the whole group used to promote a recognisable problems throughout the world and catch the emotion on the artists' face