Andrew Goodwin - Conventions of a music video

Beyonce - Video phone 

Andrew Goodwin has identified features of music videos which all music videos display.This video demonstrates genre characteristics through Beyoncé having a dance routine on her own and then with Lady Gaga later on.Their costume also matches the genre as they are wearing quite revealing and bright clothing and they are trying to present a sex appeal and it is objectifying women. Andrew Goodwin also says that there is a link between the lyrics and the visuals which is clear in this video. When she says "you want me" she touches her chest as if she's beckoning the audience to her. Another convention that this video displays very frequently is the use of close up shots. This is because the record label wants to sell Beyoncé's star image and also her sexual image. There is also reference to the notion of looking and voyeurism as we are forced to watch the star because the are many shots of her and different effects so she is on screen more than once at a time and the use of the camera lens and the slight reflection you can see of Beyoncé within the lens. Lastly, there is the convention of intertexual references at the start to another media product which is a film called 'Reservoir Dogs'.

Taylor Swift - Bad Blood 

The music video demonstrates genre characteristics in the form of the genre of the video being action and the characters are wearing all black clothing. There is also mostly women in the video and therefore their costume is also quite revealing as this is associate with women in music videos and the fact they are trying to give a sex appeal. 

There is also a relationship between the lyrics and the visuals mainly in the chorus when the lyrics say "Now we've got bad blood" and the visuals show fight and explosion scenes

There are many close-up shots, demanded by record labels, in the chorus in order to sell the artist and her brand through her music video as together she is being promoted through her music and the fact she's on screen singing it. 

The frequent reference to the notion of looking are to attract the audience to look at the artist for example when a mirror is held up and Taylor Swift is seen the the reflection and there is also voyeuristic treatment to the female body as the tracks across Taylor Swift's body when she is lying down. 

Lastly, there are many intertexual references in this video to various action films for example Tron, Expendables and Sin City.