Andrew Goodwin's Theory

 Andrew Goodwin's theory is that:  Pop videos, generally speaking, approach narrative from a different angle in comparison to novels and films. They are built around songs, which may not have a traditional narrative structure. The video uses the singer both as narrator and as a character, whilst breaking the 4th wall by looking directly to the camera, in order to engage with the audience/viewer. Some videos, however, may be a direct representation of the song. Others may be seen as ‘eye candy’ for the viewer, or may be linked to/promoting other commodities, i.e film. The three types of relations between songs and videos are: illustration, amplification and disjuncture.

Illustration – Video tells story of the lyric. 
Example – Dillon Francis – When We Were Young

Amplification – Video introduces new meanings that do not contradict with lyrics, but add layers of meaning. 
Example – Major Lazer – Powerful 


Disjuncture – Little connection between lyrics & video, or where video contradicts lyric  Example – Diplo – Set Me Free