Andrew Goodwin - Dancing in the distraction factory
Andrew Goodwin had a theory that there are three types of music video, Illustration, Amplification and Disjunctive
Illustration - This is where the music video is always cut on the beat of the music, the images in the music video illustrate literall meaning or feeling of the lyrics and the band members are likely to be in the music video singing. This is mainly shown in pop videos, below there are some examples: Taylor swift - you belong with me. Katy Parry -T.G.I.F and Avril Lavigne - what the hell. All the videos have use of illustration where they are singing and dancing around to the lyrics.
Taylor Swift - You Belong with me
Katy Perry - T.G.I.F
Avril Lavigne - what the hell
Amplification: This is where the music videeo cuts on and off the beat for emphasis on the lyrics. Imagery is used to amplify the lyrics and narrative, The band members are likely to take on a fictional role. Videos such as this are done normally by Indie groups but also known bands, the examples ill be using are from the 1975 - Robbers and Maroon 5 maps. Both of these music videos are not clear without a music video as the audience have their individual interpretation of the song. However the music video is their to create more emphasis and understanding of the song itself.
Maroon 5 - Maps
The 1975 - Robbers
Lastly, disjuntive editing. This is where the music video is cut off time (however not always) you have to be carefully as it can come across as a badly edited music video. The imagery isnt related to the lyrics. This technique is normally used by well known bands, the bands image can be shown as nothing to what they are like. The examples here will be Daft punk - Da funk (in this music video there is no main narrative, its a clear example of disjunctive editing) and wont look back -Duke Demount.
Daft Punk - Da funk
Duke Demount - Wont Look back
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