According to Andrew Goodwin, traditional narrative techniques are not relevant in pop videos because they use different techniques when telling a story. This is mainly because pop videos are based around the music/song, therefore traditional narratives are not applicable. Also the artist plays two parts: the artist and the character in the video. He also states that music videos, unlike traditional narratives which are one dimensional, try to immerse the viewer in the music visual experience by addressing the viewer directly through the artist looking directly at the camera making the viewer feel more involved. Goodwin also states that music videos consist of heavy repetition which enables the audience to familiarise themselves with the genre thus creating an idea of what to expect from the genre. due to the repetition, music videos tend to end by fading near the end of the song. Goodwin also acknowledges that music videos are used for marketing other media such as movies and also that some music videos are designed to take the viewer on a visual/psychological journey which can become addictive making them come back for more.
According to Goodwin there are 3 main types of music videos:
- illustration - this is when the lyrics are portrayed visually. i.e. Lupe Fiasco's 'The Show Goes On', the lyrics and the visuals are related by their literal meaning.
- Amplification - this is when the visuals exaggerate the meaning of the lyrics/genre
- Disjuncture - this is when the song and the visuals have little or no relation. This is popular among dance songs such as drum n bass, techno etc.
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