Andrew Goodwin's theory on a successful 'average' music video

1. Visuals and lyrics must either relate/amplify/contradict/illustrate each other
2. Visuals and music must either relate/amplify/contradict/illustrate each other
3. Style of the visuals must somehow relate to the genre of the music 
4. Record companies demand closeups of the artist/band members
5. Voyeurism* present in the music video 
6. Intertextual (references to other texts, art, works)

*Voyeurism - the pleasure of witnessing others

Example - Iggy Azalea - Fancy (Explicit) ft. Charli XCX

1. 0:43 Cheerleader gets pushed up, the word 'fancy' on her shirt - visuals illustrate the lyrics
2. The cuts and edits are usually in sync with the tempo and rhythm of the song
3. the music is aimed at teens. The visuals represent this with the setting of a high school
4. 2:22 Closeup of Iggy
5. Voyeurism from 1:32 onward - the scene changes to entering a party. This is voyeurism as this lifestyle and kind of event is usually aspired among teenagers
6. The music video is a direct reference to the movie Clueless (1995)