Godwin has a theory about music videos that says that there are various conventions that they follow
-The will be a relationship between the lyrics of the song and the visuals on screen. This can either compliment or contrast the lyrics to emphasize points.
-Thought beats are the relationship between the music itself and the visuals on the screen to illustrate, amplify or contradict the music.
You can look at the music and interpret it by looking at the verses and chorus. The voice within the song can be unique and easily recognizable. The song should also be telling a story and the video should help to illustrate what that story is.
-Genre related style or Iconography present in the video
-Multiple close ups to create the start image that will promote the artist's brand image
-Voyeurism often plays a part especially in the relation to females (female gaze)
-intertextextual references to other media texts may be present, especially in humorous videos
-Narrative and Performance: The music video should avoid the common narrative as their role is more to advertise than become a story. The artists should become a participant as well as a narrator to increase the authenticity. Lip syncing and other actions can help to increase the verisimilitude. Narrative of a music video will not always be linear and most videos today tend to be fragmented into a broken linearity.
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