Theories 3

Andrew Goodwin Theroy

Illustration

• Always cuts on beat
• images illustrate the literal meaning or feeling of the lyrics often just with the band singing and performing/dancing
• The band, area, band singing, dancing/playing instruments and dressed as would be expected

Amplification

• Film cuts on the beat but also to emphasise features
• Images in the video will amplify the lyrics, a specific narrative may be used that would not necessarily be picked up from reading the lyrics alone
• The band will take on fictional roles in the narrative

Disjunctive

• Film cuts of the beat- sometimes the sign of a badly made music video
• Images which do not relate to the lyrics are used sometimes by bands who are already very well destabilised and who can afford to take a risk
• The band take on an image that is nothing like or the complete opposite of their expected image

Goodwin says that the narrative of a music video is often the audiences own idea, he claims that the narrative and performance work together well in order to stop the audience interested in the video and not become bored.
He also states that when the artist is performing and acting at the same time it comes of as more natural and authentic. He feels it's in the artists best interest to make it look at real/natural as possible even though lip syncing is the most popular form.

He also claims that it is important to promote the singer's or stars image from the video, this plays a major role in their style and strongly influences the way their videos are made.

Goodwin also points out the artists mode if address. That a song can be seen as short stories with the artist being the storyteller. This is all shown through the narrative.  This narrative can be seen in this video by Lady Gaga and Beyoncé, a story is played out here with the characters taking on fictional roles.