Andrew Goodwin - Music Video Theory

Andrew Goodwin had a theory about what makes a music video good. This included 6 steps.

1. The music video has to demonstrate the genre characteristics.
2. A relationship present between the lyrics and the visuals of the video. Lyrics represented by images.
3. A relationship between the sound of the music to the visuals, usually done by different shots, tone or atmosphere.
4. Demands of the record label, this means numbers of close ups of the artist or signature things in most of their music videos.
5. Reference to notion of looking such as screens and mirrors. Especially the showing of the female body.
6. Intertextual reference to the media including films or TV programmes.

In Jessie J's music video Price Tag it's clear to see all 6 of Andrew's ideas. The genre of the music video is pop and the demonstration of this through the video is clear, it has soft pastel colour backgrounds with a big bear at the start a Jessie being inside a dolls house. This sort of work appeals to the younger audience of pop being interested.
They match many single lyrics to actions such as gestures of money when the lyrics are about money, little relationships between the lyrics and the video include lyrics saying actions such as looking to the left and then in the video it then being done. It makes a light interactive connection with an audience which involves the audience in the movement seen in the video.
Point three of a relationship between the sound of the music and the visual images in the video is done mainly on the changes in pace in the song and pauses. The movement is between scenes changing of different looks of Jessie J and of different scenes. This works by not letting the audience watch the same thing for a long amount of time, it also slows connection between the actual sound of the song and the look and pace of the video.

The demands of the record label are clear throughout the video, seeing Jessie J in all looks in almost every scene, her different looks can also be used to appeal to different people watching the video to then discuss where she looks better or what they prefer. The close up of her jeweled lips is something Jessie J was known for so this close up is a signature of Jessie J, same with her hair changes through-out the video.
Even though this video is aimed at younger children not often appealing to adults, Jessie J's body is in shown. Either her being in tight clothing or short shorts showing her legs. This shows the way her body looks and her body shape. Same with one of her outfits in the video, that its short and shows a lot of her leg but the upper part of her body is see through but with clothes underneath. Although even with all of these suggestions her body is represented in a sexual way, it's just whats she's wearing that gives this impression. So the representation of the female body doesn't have to move or act in a certain way when clothing can do the same thing.
In the Price Tag video many inter-textual references are made but the biggest one is her own reference to her first ever video 'Do It Like A Dude' with the lyric 'It wasn't low blows and video hoes' the image then used in the video is her in the clear outfit of her last video dancing. This intertexual reference is towards her, this also links to step 4, the record label demands. That her main reference is to her and not giving the light to someone else in her own video.