4. Andrew Goodwin Theory

Andrew Goodwin's theory was based around how the music video industry had changed. He believed that music videos had changed from being based around traditional narrative structures to now being based around the song lyrics.

He believed that nowadays, in most mainstream videos, the singer is usually used as both a narrator and a character, rather than being focused on one of these roles as was the case in the past.



He felt that it was now also common for the singer to break the 4th wall by looking directly into the camera.

Disjuncture - This is where the song lyrics barely resemble what is being shown in the video. The video and what the artist is singing about have little to no connection. In Ed Sheeran's 'You need me', he is talking about not relying on people but the majority of the video is just people in front of a dark background




Illustration - This is the complete contrast with disjuncture, the song tells the story and the music video is the visual annotation of this. In Krept and Konan 'My Story' they do what the title suggests and sing about their story, the visual pictures also do the exact same thing.


Amplification - This is where the song and the story coincide. The video adds more depth to what the song lyrics are based around. For example, Kendrick Lamar 'Alright' is based around people being well off and happy in life, the video compliments this.