What is the purpose of a music video? + Andrew Goodwin Codes and Conventions

What is the purpose of a music video?

A music video is used for many different reasons, these reasons are:

• To create a recognizable image that will appeal to the TARGET AUDIENCE.
• As a marketing tool for the artist/band.
• To increase airplay of the song.
• Create more interest in the album.
• To sell Singles, Albums, and the band/artists 'Brand'.

Andrew Goodwin- Codes and Conventions

Andrew Goodwin is a media theorist who wrote six codes and conventions related to most music videos.

1. The record companies demands for exposure of artist will mean a lot of close-up shots of the singer/band.
2. There will be a relationship between the music and visuals.
3. There will be a relationship between the lyrics and visuals.
4. There will be genre characteristics, for example, rock music videos show live performances while Hip Hop videos present images of wealth and a 'gangsta' lifestyle.
5. There will be references to the notion of looking. For example, television screens, mirrors, people looking at eachother or at the audience etc.
6. there will be some use of intertextual referencing.