Audience Theory – Goodwin’s conventions of Music Videos:

Goodwin's Conventions Theory is about genre conventions and their stereotypical attributes. 
It looks at seven factors:

1) Links between lyrics and visuals

2) Characteristics of visuals

3) Intertextual references

4) Concepts of looking; similar to the Male Gaze theory

5) Voyeurism - the enjoyment of looking at the artist

6) Record label demands

7) Performance, concept or narrative based music videos.

I have researched into music videos which have tracks relating to at the synth-pop music genre like the music video for the song choice we’ll think my group will use which is "Desire" by Years & Years. In comparison to other music videos, it is noticeable that a different style of conventions are used. In their music video, a narrative is used which focuses on Olly Alexander, the main singer of the band performing. This means the video is mostly focused on him. Although there are therefore shots of the main artist, as well as other members of the band, some aren't very clear and other shots show scenes of different people. This shows that viewers don't always have a voyeuristic approach and there aren't always links between the lyrics and visuals. Since the lyrics and visuals occasionally don't match when the band is shown, there are links when scenes are used to show a couple going through a rough time due to their 'desire.'

Other artists with music videos of the same genre tend to follow the same conventions. They often have intertextual references for their niche viewers, there may be some links to visuals and lyrics, although there's usually a dependence on lip syncing to the lyrics. Graphic matches are also used a lot. For example, Eurhythmics are another synth-pop group. Their music video for their song "Sweet Dreams," like "Desire," follows concepts of looking at the artists as well as inconspicuous links between the visuals and lyrics. Although, due to the camera shots like fading shots and dissolving transitions used, a dream like state is created which does provide a link.