Andrew Goodwins Theory

Andrew Goodwins feels that traditional narrative styles don't really apply to music pop videos. He feels that they approach narrative from a different angle to novels and films. 

Pop videos rely on repetition and the video repeats images in the same way the song repeats choruses. The repetition in songs of parts or rhythms of other songs means that we become familiar with the genre and have certain expectations. Also, the video would have been played on TV, the song on the radio and there might even be an advert for a company or TV show or film, which would make the song very familiar through repetition. 

Some videos are autonomous from the music they come from. What the video shows may go beyond the original meaning. Sometimes the video provides a visual pleasure that encourages repeated viewing which therefore promotes the music. Sometimes the videos will promote other commodities like films, therefore it can be said that there are three types of relations between songs and videos: illustration      amplification       disjuncture.

Illustration: This is where the video tells the story of the lyric.
Amplification: This occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meanings.
Disjuncture: Where there is little connection between the video and the lyrics. Or when the video contradicts the lyrics.

An example of illustration is the music video from Kanye West ft. T-Pain - Good Life.
Here there are different illustrations and lyrics that correspond with the lyrics that they're both saying. 

An example of amplification is the video by Naughty Boy ft. Sam Smith - LaLaLa. The video is quite random and has some elements that we don't here in the lyrics, but the lyrics are 'I'm covering my ears like a kid, when your words mean nothing I go la la la' and there is a little boy that does the actions in the video.

                                   

An example of disjuncture is the music video of Fatboy Slim - Praise You. The lyrics seem to be about a relationship and how much he loves her. But the video doesn't show this at all and only has random people that have come together for a dance. 

                                       

Pop videos often have easily recognisable features. One feature is the way women are presented as objects of male desire. This is usually seen in the hip hop and heavy metal genres. Some artists such a Beyonce and Nicki Minaj deliberately present themselves this way but they directly look back at the viewers through the camera and they cease to be passive.