Goodwin's Theory

In 1992, Andrew Goodwin identified several codes and conventions which applied to the majority of music videos, they are:

Genre
Lyrics and visuals
Visuals connected to the music 
Close up shots 
Star image 
Female characters sexualised 
Intertextual References 
Performance, narrative and concept 

These theories are then explained :

Genre : The type of music the artist/artists are representing and also a style or category of music.

Lyrics and visuals: Goodwin's theory also consists of the idea that the lyrics and visuals are connected. We are seeing what we see in a music video and figuring if the video represents the lyrics in the song. 

Close up shots: Goodwin believes there are a lot of close up shots used in music videos. The main purpose of this is to sell the artist to the viewers that are watching.

Star image/iconography: This is showing that the artists use music videos to present themselves and how they look to the viewers that are watching. For example artists such as Justin Timberlake are bringing a young, cool, look to his videos, he also shows iconography by dancing in his videos. 

Female characters sexualised: The artists are using female characters to be sexualised in the videos to attract the viewers more to the video.

Intertextual References: This is when different artists use ideas from other music videos and place them in their own.

Performance, narrative and concept: Elements often included in music video. Narrative is where the artists are trying to tell a story with their music videos relating to the lyrics as well. 

Altogether I agree with Andrew Goodwin's theories as I can see most of the theories being portrayed in the music videos. Although I can mostly see most of the theories being portrayed in the videos, there are some that i also disagree with such as:
Female characters sexualised. Not all videos portray this image. Different genres would not have this theory displayed, such as rock music or classical.
Lyrics and visuals: Not all videos relate to their lyrics. Some display a whole different video compared to the lyrics.

In this video of the old hip hop band 'Five' some of Goodwin's theories are being used such as : Lots of close up shots of the main artists. This is to show their individual personalities in the videos and to sell the performers to the viewers.
There is also iconography used in the video. We can see this throughout most of the video. The artists are dancing in the video to show off their image.
The visuals and lyrics are connected to the video. The song is called 'Let's Dance' and that is exactly what they are doing throughout the video.

This video of Conor Maynard's 'Turn Around' uses most of the conventions from Goodwin's theory.

Close up shots: There are lots of close up shots in this video of the main artist selling himself to the viewers.
Lyrics and Visuals being connected: The lyrics and videos are connected in the music video mostly.
Performance, narrative: This video tells a story to the viewers about the artist's own experiences, which also connects with the lyrics.