Music Video conventions - Godwin's theory

1. Andrew Godwin’s Theory
Music Video Conventions

2. Andrew Godwin’s Music Video Conventions
▪ Voyeurism
▪ Narrative and Performance
▪ Genre Conventions
▪ Relationship between the lyrics and visuals
▪ Intertextual References
▪ Star construction

3. Voyeurism
Voyeurism is the notion of looking and it is typically used to
sexualize characters in a video, but may also be used to imply
spying on someone.
It is often achieved through the use of handheld cameras, mirrors,
screens, telescopes, magnifying glasses, binoculars and other
items that direct the viewers outlook.

4. Voyeurism
Miley Cyrus – Can’t be Tamed
This video uses shots a crowd of
people looking at Miley like a
caged animal. This is done to
parody the voyeuristic way that
celebrities are viewed.

5. Narrative and Performance
Godwin proposed that it was crucial for a music video to have
either a narrative (a short story or plot line) or a performance (a
sequence in which the artist sings, dances or plays an
instrument).
This allows the video to be more entertaining in attempts to
retain the audience’s attention. It can also be used to create
another layer of meaning to the video and make the video more
memorable.

6. Narrative
Taylor Swift – Love Story
This video uses a narrative which
helps to keep the audience
engaged. The plot relates well to
the lyrics which helps to
reinforce the ideas of the song
and make the video more
memorable and special to the
viewer.

7. Genre Conventions
Goodwin’s theory claims that it is important for a video to exhibit
conventions of it’s genre.
This can be done through shot types, locations, actors, props and
content.
Like a film, a music video will consist of certain conventions so
that the piece appeals to, and is easily identified by, the audience.

8. Genre Conventions
Sheppard – Geronimo
This video exhibits multiple
conventions of the indie-pop
genre. Indie bands aren’t as
mainstream and thus have
lower budgets to create their
videos, this often leads to
creative and quirky videos as
seen in Shepppard’s use of
cardboard to create the setting
and props. Another convention
incorporated is the shot types,
there are often focused on the
main singer and their
narrative, in this example it is
on the Les Misérables inspired
love interest.

9. Relationship between Lyrics and Visuals
Godwin claims that visuals can be used to illustrate, amplify or
contradict the lyrics of a song
This can be done to reinforce, add or create meanings in a song

10. Illustrating Lyrics
EDEN – End Credits
Illustration is the most
simplistic form of representing
lyrics and works by shoeing a
literal representation of the
words. In this video a cigarette
appears as the lyrics “cigarette
ash” are sung and a polaroid
shown respectively.

11. Amplifying Lyrics
Hozier – Take me to Church
Amplification of the lyrics using
visuals aims to enhance the
concept that the lyrics propose
whilst still retaining the
meaning. Both the lyrics and
visuals of this music video are
an incitement against
institutions that undermine
humanity, with a focus on the
Church. This video aims to
reveal the regression that has
been brought to countries like
Russia

12. Contradicting Lyrics
Jessie J – Price Tag
Contradicting the lyrics of a
song can be achieved by either
ignoring the meaning of a song
or by showing the exact
opposite. In Jessie J’s video she
is shown singing ‘Not about the
money’ as she stands under a
money tree. By doing so, she is
creating a juxtaposition that is
more stimulating than having
her, say, burn the money.

13. Intertextual references
Intertextual references works by relating and referencing to
things outside the is another technique that can be used to add or
create meaning in a video. By referencing to other media
products, an artist can also increase appeal.

14. Intertextual References
Eminem – Without Me
In this video, Eminem is
dressed up in a Robin
referencing to DC’s comic book
characters, by relating the
artist with the reknown
character, the audience thus
perceive Eminem to be a
protagonist.

15. Star Construction
Artists may associate themselves with certain places, items or
ideas that are iconic and memorable to their audience
This may be done through the use of props,

16. Star Construction
Sia – 1000 Forms of Fear
As part of her star construction in
her album ‘1000 Forms of Fear’,
Sia has concealed her face and is
instead recognized by a blonde,
bob cut, wig. By doing so she
constructs herself to be somewhat
mysterious and connotes her lack
of superficiality.
She also uses Maddie Ziegler in
her videos for Chandelier and
Elastic Heart; her use of
contemporary dance is again
enigmatic and will thus create a
larger appeal.