Goodwin's Conventions

•  Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band).

This is a perfect example of the first convention, although not part of a girl band J-Lo does have a signature dance routine for this video. The routine is reflected in the audience and crowd in the club. The theme for the video is very characteristic of a Pop/RnB video, being in a club environment, heavy use of lighting and very glamorous clothing for all extra’s and for J-Lo and Pitbull.   

•  There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).

Here are some examples of how the lyrics link to the visuals. Many are positive and amplifying  links.

The lyrics for the still above are: "Dance the night away, live your life and stay up on the floor" The still shows the club and the dance floor and at the beginning of the video we see its night so this is a direct link between the lyrics and the main lyrics of the chorus and the video/visual material. 

The lyrics shown for the above still are: "Let me introduce ya, to my party people in the club" This example and many frames before and after show wide sweeping shots of the club floor and people in the club, again showing a direct link between the lyrics and visuals. 

Similarly in the shot above, "Don't stop keeping on moving put your drinks up"  the reflection of the words and the visuals is clearly stated like the previous 2 frames already shown. 

• There is a relationship between music and visuals (either illustrative, amplifying, contradicting).

There is an accent just after this visual in the frame above and the visuals match this with Pitbull's swinging arm.

This frame above in the video shows the music slow down and the visuals match this by the dancers and close ups of J-Lo moving in slow motion before the chorus is brought in with J-Lo's main dance routine.  

• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

Frequent close up's of both lead artist (J-Lo) and featuring artist (Pitbull). Typical reason for extreme close up's or body shots to highlight clothing to advertise for a company, for example at the beginning of video we see Swarovski diamonds advertised so a close up of the box made the final edit of the video. 

• There is frequently reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.

• There is often intertextual reference (to films, tv programmes, other music videos etc).

 Along with the clear product placement of BMW and Swarovski, there is a vivid intertextual reference of the James Bond film Goldfinger. Women painted gold, resting on a chaise lounger and a clear Pitbull in tux with golden painted girls surrounding him. Some of the photos below show the similarities in the video.