Andrew Goodwin- Dancing in the distraction factory

Andrew Goodwin stated that there are three different types of music videos which are illustration, amplification and disjuncture.

Firstly there is illustration which is when the video cuts to the beat of the music. It is also very literal which means it is very clear what the meaning and the feeling of the lyrics are. Additionally the artists are dressed as expected or just appear as themselves. This means the artist just stands there singing/dancing and providing a performance for the viewer.
An example of an illustration video is Rebecca Blacks- Friday. This is very literal and begins with a girl waking up ready to start her day. She then meets her friends and travels around whilst singing its Friday. This is very clear to the audience because what they are seeing on screen matches the lyrics. This is effective because the audience can make a connection between the lyrics and the video and have an understanding of what's happening.

Then there is Amplification. This is when the video cuts to the beat but only to emphasise features. Therefore this means the image is amplifying the lyrics. This provides a different story that might not be related to the lyrics alone so it allows the audience to use their imagination. Additionally the band usually take on fictional role in the narrative.
An example of this is MGMT. This highlights a baby who keeps seeing monsters around him and is frightened and alone. The idea behind this is to highlight that as a child you are innocent and see those who are older as monsters whereas when you are older you just behave normally around them. This has been created in a very interesting way where the idea is not that clear so you can create you own idea.

Finally there is disjuncture. This is when the video cuts completely off the beat. Even though this is sometimes sign of a bad video, some well known artists also use it. This is when the image doesn't relate to the lyrics and bands sometimes use this to take on an image that is nothing like or the complete opposite of their expected image.
An example of this is Daft Funk. They created a video which has completely no meaning and seems more like a film than an music video however the reason they done this was because they are so well known so have the fan base to so.