Andrew Goodwin's theory stated that every music video follow a few of his 7 stereotypes for music videos. Some may follow all of them, some may follow only three, but all music videos will include some of them.
1. Links between lyrics and visual
2. Links between music and visual
3. Genre characteristics
4. Notions of looking ('Male Gaze Theory' Laura Mulvey), Voyeurism
5. Intertextual References
6. Close Ups (because of record label)
7. Performance or narrative based music videos
Examples
(Close Ups) In One Direction's 'What Makes You Beautiful', there are countless close ups of the band, most likely for promotion of the band and the record label.
(Genre Characteristics) In most Rock songs, there music videos normally show the band performing live somewhere, for example, 30 Seconds To Mars' 'Edge of the Earth'.
(Lyrical and Visual Links) In Wheatus' 'Teenage Dirtbag', there are a few links in the music video that correlate with the lyrics of the song. For example, the girl in the video starts walking over to the boy on the line "She walks over to me".
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