Andrea Goodwin expresses in his theory that those who create
music videos use a different structure when aiming to tackle narrative as opposed
to those who write novels and makes films. He states that pop videos are solely
built around the actual song, which challenges the traditional narrative structure.
Goodwin also delves into the idea of pop videos relying on repetition throughout
their videos, stating that the repetition in songs or parts or rhythms of other
songs (intertextuality) means that we become familiar with the genre and have certain
expectations.
Although, some videos are autonomous from the music they
spring from. The visualisation of a song may go beyond the original meaning.
Sometimes the videos can provide visual pleasure which thereby encourages repetitive
viewing which automatically promotes the music, other times it’s thought to be promoting
other commodities such as films. Thus, it can be said that there are three
different relations between songs and video: Illustration, Amplification and
Disjuncture.
J.Cole - Crooked Smile ILLUSTRATION
Emeli Sande - My Kind Of Love [RedOne and Alex P Remix] AMPLIFICATION
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