Andrew Goodwin's theory of music video

The key sections of the theory are:

Andrew Goodwin is a media theorist who suggested a theory about 3 different ways to create a music video and 5 key aspects of a music video, the idea of ways to create a music video are that the video can either strongly match the lyrics or not at all match and we can see how this changes depending on the genre as the House music genre is commonly seen as having more disjuncture in the video but the genre of Alternative Rock is more commonly seen having amplification or Illustration.
Illustration

Music-In an illustration music video, it should always be cut on the beat, this is to make the viewer feel the music and keep up with the song.
Lyrics- Images we see should show what the lyrics mean, either the literal meaning or the feelings of the lyrics.
Band Image- The band should look like the normally do e.g. they are playing the song how they would.







Amplification

Music-Sometimes it is cut of the beat and this is to amplify the song and keeps the narrative and the audience entertained.
Lyrics-The images we see in the music video amplify the lyrics.
Band Image-Most of the time the singer will be dressed as a character from the narrative






Disjuncture 
Music-Primarily cuts off the beat of the song. Can feel strange for the viewer as the sound does not cut on the beat.
Lyrics-Images don't match most of the time. Usually the narrative doesn't match the song in any way it is just something to watch.
Band Image-They look nothing like they usually look like, sometime they look the complete opposite. Sometimes the artist isn't even in the video.







Key aspects 

This is seen in Imagine Dragon's song radioactive as we can see that the idea of  amplification is applied as the cut is often on the beat and we can see that the band are characters within the video but the lyrics do amplify the video as well therefore demonstrating that the video is using the theory of Amplification.


From this research I will be able to use it in our video as we will be able to use illustration to represent the band as playing the instruments normally and the video should show what the lyrics are depicting. We can use amplification in the video as we can get the song to cut on the beat for the most part. Disjuncture can also be applied as we can challenge the convention of the image not matching the lyrics.