Contextual research of music videos:

 Andrew Goodwin was a media theorist and analyser who, after years of study and independent research, published a book on the different codes and conventions of music videos. The book, Dancing in the Distraction Factory (1992), contained all of his various studies on music videos and his analysis of them. Goodwin's theory was that there are key features in music videos within the lyrics and the visuals - they either illustrate, contradict or amplify each other. The relationship between the lyrics and visuals will contain one or all of these features. 

A good example for each of these types of relationship between visual and lyrics are: In Bloom by Nirvana, which contains visuals of the band performing and smiling whilst the lyrics speak in a more depressed and sad manner - contradicting themselves; Firework by Katy Perry, a song about accepting yourself and being happy in who you are and the visuals contained in the music video are of people starting of reserved and insulated and slowly becoming who they are and doing what they want to do - amplifying the lyrics;

Further on in his book, Andrew Goodwin speaks about how even in music videos there is the existence of genre - as well as just in the songs themselves. The five genres which he identified/decided on where: stadium performance, studio performance, narrative, experimental (or conceptual) and location. Along with this, he states that there is the additional factor of voyeurism which occurs a great deal more frequently in more modern music videos than those of the past. Voyeurism is where the artist or subject in a film or video is exposed (most commonly in a sexual manner e.g. fragmented close ups) on screen for the audience to see.

 Carol Vernallis, another music video and film theorist, wrote and published a book on her finding and ideas of how important editing is in music videos when it comes to conveying narrative, meaning, the artists star image as well as how well the visuals and editing match up with the music and the difference between editing for music videos and editing for films.

Vernallis's theory speaks about how music videos are a visual response to a narrative suggested within the song lyrics (whether its complete, obscure, etc). She suggest that there are concepts that alter/influence how a music video are produced, which are: narrative, editing, framing and camera movement and digesis (the setting/location of the music video).