Andrew Goodwin's fourth convention is that all across all music videos, the demands of the record label will attempt to develop a motif that regularly recurs across their work. In their music video. Often, lots of close ups are demanded of the artist to help create a clear visual image/style of the artist.
An Example of this is Lady Gaga:
Lady Gaga's style has a striking visual, which has kind of changed in a dark one. This style of hers has been executed and maintained for a very long time. This image that you see of Lady Gaga is bright which executed through her music videos such as Poker Face and Just Dance, which are around the times she started. This was also maintained when she would go on the red carpet events.
Another example of Andrew Goodwin's theory, this would be Katy Perry:
Katy Perry's style is very bright and colourful which shows through most of her music videos. For example, videos like her singles 'Roar', 'California Gurls' and just many more singles that recur. Katy Perry uses childlike images but wears provocative dresses that contrasts with the scenery in the video of 'California Gurls'. Her motif is, sweet and sexy. 
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