Research : Andrew Goodwin's theory

Andrew John Goodwin was the director of music and organist at Bangor Cathedral for 37 years.

He is of the opinion that traditional narrative analyses (normality-problem-resolution) does not apply to pop videos. He says this is because pop videos are built around songs, they use singer both as narrator and as a character and that the singer often looks directly at the camera. This opinion can be prove in videos like "Dionne Bromfield's Mama said" 

He points out 3 different types of relationship between songs and videos. they are:

• Illustration: this is where the video tells the story of the lyrics. Example is Madonna's Papa don't preach

• Amplification: This is where videos introduce new meanings that do not contradict with the lyrics but adds layers of meaning. Example is Alicia keys Superwoman

• Disjuncture: this is where there is little connection between lyric and video or where video contradicts lyrics. Example is Wretch 32 Unorthodox

Furthermore, he feels that pop videos rely on repetition and that they repeat images just as songs repeats choruses and lines. He noted that we (the audience) will become familiar with the genre of the song when parts of the song or rhythm of other songs (intertexuality) are repeated. Also, playing the song on Radio, showing its video on TV and advertisement enhances the audiences' familiarity with the song. An example of a music video that ties in with this is Supergrass-Alright.

In addition, music videos have a form of closure and ending. the structure of the music reflects its ending as its build to a climax or its verse, bridge or chorus being repeated and fading. Look at the end of this song Kirk Franklin - Revolution for an example as the repetition of a word goes on until its fades :

Finally, videos that are from songs written for particular movies often incorporate images from that movie in the video. For example, Celine Dion My heart will go on from Titanic.