4. Andrew Goodwin's Theory

Andrew Goodwin's Theory

According to Andrew Goodwin, there are three types of relations between songs and videos.
- Illustration
-Amplification
-Disjuncture

Illustration is when the video narrates the story of the lyrics. An example of this is Eminem's 'Love The Way You Lie'. As he raps about a relationship, the video synchronises to the lyrics.

Amplification is when the videos introduce new meanings that do not contradict with the lyric but add layers of meanings.

Disjuncture is where there is little connection between the lyrics and video or where the video contradicts the lyrics.

Pop videos have easily recognisable features and Goodwin claims that traditional narrative analyses do not apply to pop videos and their nature. It consists of upbeat movements, face pace, repetition and the singer looking directly looking into the camera. The singer is often depicted as both the narrator and the character.

Often, the repetition characteristics of a pop video are usually associated with memory. The catchy phrases and tunes may be used on an advert for promotion and making it memorable in a customers head. The structure of a pop music usually builds climax or constant repetition before fading away.

Other music videos provide visual pleasure and entertainment and cause the viewer to watch the videos again - encouraging promotion of the artist. Sometimes the actual video itself may be promoting other commodities. For example Wiz Khalifa ft Charlie Puth - See You Again, is an example of a promotion of Fast and Furious 7.