Andrew Goodwin

Andrew Goodwin

Illustration theory
One of Andrew Goodwin's theories was called illustration. This is when the footage on screen cuts to the beat of the music. It is also something happens when something happens on screen matches the lyrics the artist is saying. For example in Owl Cities song 'Fireflies' when the lyric fireflies is said the lyric appears on the screen in a toy gadget motion. Another good music video is Rebbecca Black's song 'Friday' the whole music video matches what she says for example the lyric 'it's 7am' an alarm clock is on screen with 7am on it. So this matches the lyrics.


Another  music video which uses illustration is Katy Perry's 'Firework' for example in this video when she sings the lyrics 'Fireworks' fireworks appear in the sky using the theory illustration.

Amplification theory
The amplification theory is a theory where what shown on screen is similar to what the artist is singing. Also in the amplification theory a lot of it is the artist on screen performing the song and sending out a message to the audience watching the video. For example the song 'Homecoming' from 'Kanye West' is a song about him coming home. but the video shows him walking around a city that he knows and not him just walking into his home. Another example of amplification is 'Work' from Iggy Azalea which shows her telling a life story of how she made money to get into he music industry and she walks around showing her struggles early on in her career.



Disjuncture Theory 
A disjuncture video is a video which intentionally ignores the song and genre of the music and tries to create its own whole song and meanings. The video is also meant to tell its own story so the person watching the video is confused because the video isn't similar to the lyrics. These music videos often don't make any sense and can distract the audience from the song.