• Music (Pop) videos are built around the song lyrics – not traditional narrative structures (Normality – Problem – The resolution).
• The singer is used in the video as both the narrator and character.
• The singer breaks the 4th wall by looking directly into the camera – this involves the viewer.
Illustration – This is where the video tells the story of lyrics.
Jennifer Lopez featuring Pitbull – On the floor is a simple but perfect example. The lyrical content is about enjoying the night, dancing and having fun. The video shows them enjoying the night, dancing and having fun ‘On the floor’. The video does exactly what the lyrics claim and while it may be a simple story it is done well.
Amplification- This is where the video tells the story of the lyrics. Dance is often used to express feelings. A good example is The Black Eyed Peas – Where is the love. While dancing is not used in this to show feelings in this the actual music video does just that. The video portrays the world’s problems I.e. police brutality, gang violence, and racism aswell as government corruption. The lyrics are coupled with these visual images with things being said like ‘If you have love for your own race then you only leave space to discriminate’ and ‘But we still got terrorist here living, in the USA, The big CIA, The bloods and the crips and the KKK
Disjuncture - This is where the music video and the lyrics of the song have little or no connection. An example of this is Omarion featuring Chris Brown and Jhene Aiko – Post to be. It can be said the lyrics of the song are about various things however in general ‘Being where you are supposed to be’ in terms of money, fame and women. However the video really doesn’t show any of this as it is mostly the three artist dancing in front of a white background.
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