Godwin's Theory - Notes

During 1992 a man called Andrew Godwin released a book called "Dancing in the Distraction Factory". This included codes and conventions that are used in music videos today.

1. Certain music genres contain certain features - Different genres have different general conventions that are considered when thinking about the genre. This theory states that all music videos normally follow the general conventions associated with them.
2. There is a clear link between visuals and lyrics (these can show or contradict each other) - This states that there is a link between the visuals and lyrics of the song. This is normally fairly clear to see because the visuals and lyrics either conform or contradict each other.
3) Relationship between music and visuals (the music video follows the beat e.g. cuts are timed to the beat) - The music and visuals in a music video also have a clear relationship and this theory states that all music videos use the beat or tone of the song when making timings for their music videos (e.g. slow paced songs usually have fairly long shots).
4) Record labels demand close ups of the artist - Record labels normally ask that a specific amount of time in music videos are dedicated to close ups of the artists face. This is done so that the record label knows that the artist is being promoted by the music video.
5) Certain artist have their own visual style making their music videos different and noticeable from others - Certain artist in the music industry have their own unique style of music video and normally just by watching it a fan can tell that a music video is made by a particular artist.
6) Videos can features screens within screens or the artist looking at things - This states that videos normally have characters or artists looking at screens or screens surrounding a character or artist. Additionally artists or characters will commonly be looking at something; this can be in or out of frame.
7) Intertextual references - This states that music videos can reference or make fun of other music videos or pop culture. This doesn't have to be references within the music video but this is the majority of references used.