10. Theory 2

Andrew Goodwins theory
Andrew Goodwin categorised music videos into 3 sections: Illustration, Amplification and Disjuncture. Each section has its own features.

Illustration:
Music - Always cuts on the beat
Lyrics - Images illustrate the literal meaning of the lyrics
Band image - The band performing.

Example: Rebecca Black - Friday



Amplification: 
Music - Film cuts to the beat but also off to emphasise certain features.
Lyrics - Images amplify the lyrics, a specific narrative may be used that would not necessarily be picked up from the lyrics alone.
Band image - The band take on fictional roles in the narrative.

Example: Foo Fighters -Learn to Fly




Disjuncture:Music - Film cuts off the beat.
Lyrics - Images are used that don't relate to lyrics.
Band image - The band take on an image that's nothing like or the complete opposite of thier expected image.

Example: 9 Crimes - Damien Rice