Andrew Godwin proposed several key conventions for effective music videos including: voyeurism through the use of cameras/lenses to imply viewing; narratives or performances to engage viewers; incorporating genre-specific conventions; using visuals that illustrate, amplify, or contradict lyrics; and constructing an artist's star identity through memorable imagery. Examples are provided for each convention including Miley Cyrus parodying celebrity voyeurism and Sia concealing her face as part of her mysterious public persona.

1. Andrew Godwin’s Theory
Music Video Conventions

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

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

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.

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

14. 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.