Goodwin's conventions theory

Goodwin looked into genre conventions and their stereotypical characteristics stating that there were 7 different principles:
- Links between lyrics and visuals
- Genre characteristics
- Intertextual references
- Notions of looking; similar to the Male Gaze theory
- Voyeurism; the enjoyment of watching/ looking at the artist
- Demands of the record label
- Performance, narrative or concept based music videos.

We looked into the house music genre and the music video for our song 'finale' and uncovered several different styles used in the music video in comparison to other genres. In 'Finale', there is a focus on the artist and there is a narrative of him performing at a live show. While there are shots of the artist, very few are clear; ruling out the belief that the audience watches the music video to look at the artist. While the images don't often match up to the lyrics, the line'go out young' features a camera shift onto the audience who appear to be of a young age group.

Other videos from the genre in question also use the narrative of a live performance in their videos. There may sometimes be matches between the song and the visuals, however it is often very dependent on the context of the lyrics.