Andrew Godwin’s Theory

Music Video Conventions

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

VoyeurismVoyeurism 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.

VoyeurismMiley Cyrus – Can’t be TamedThis 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.

Narrative and PerformanceGodwin 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.

NarrativeTaylor Swift – Love StoryThis 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.

Genre ConventionsGoodwin’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.

Genre ConventionsSheppard – GeronimoThis 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.

Relationship between Lyrics and VisualsGodwin claims that visuals can be used to illustrate, amplify or contradict the lyrics of a songThis can be done to reinforce, add or create meanings in a song

Illustrating LyricsEDEN – End CreditsIllustration 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.

Amplifying LyricsHozier – Take me to ChurchAmplification 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

Contradicting LyricsJessie J – Price TagContradicting 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.

Intertextual referencesIntertextual 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.

Intertextual ReferencesEminem – Without MeIn 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.

Star ConstructionArtists may associate themselves with certain places, items or ideas that are iconic and memorable to their audienceThis may be done through the use of props,

Star ConstructionSia – 1000 Forms of FearAs 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.