Andrew Goodwins Theory

Andrew Goodwin identified various techniques which in are the key to a music video.

He said that there is a bond between the lyrics and the visuals, meaning that the visuals will illustrate, amplify or contradict the lyrics themselves.
He also said there is a bond between the music and the visuals, again with the visuals either illustrating, amplifying or contradicting the music.
Goodwin also stated that in all music videos, close-ups of the artist or vocalist are always used, along with the video following a genre-related style, such as having a story to match the meaning of the lyrics.
Close-ups of the artist/vocalist are used to build up the connection between the audience and themselves, it helps us learn a little bit more about them through their emotions and is undependent on it's genre. It gives us a good representation of themselves and their music.
Andrew Goodwin says that Voyeurism often plays a huge part in music videos, especially in connection to women. It is used to draw attraction to the video and particularly works well for males.
He goes further to state that intertextual references with other media texts could be present.
Goodwin suggests that music videos are often established by the relationship between both the visuals, the artist and the song and the music video creates these links.