Behind the Artist: Andrew Goodwin - Illustrative, amplification and Disjuncture

Goodwin argues that a music video will take on any one of the three forms listed above. Music videos in our genre of hip hop may be typically illustrative meaning they aim to represent like for like what the lyrics are saying However this can vary given the fact that it is such a developing genre.
The three characteristics are
:as follows:

Illustrative - Whereby the video will represent the image being portrayed by the music and the song itself. In order to do this the producers will create a narrative which can coincide with the song and also when editing the piece make sure that movements and timing of that narrative follow the song.

Amplification - This is where the creator of the video will identify the main themes with in a song and then use their own imagination to create a 'narrative' or performance around these words. With this technique there is less of an expectancy on the audience to grasp the situation and instead audiences are expected to relate to the conceptual imagery in a dispassionate and much more conceptual way. Amplification is used to provide audiences with a much less literal translation of the song, thus making the video seem much more striking and in some case much more memorable.

Disjuncture - A technique in which the video will go against the plot of the lyrics. Most indie and new age pop bands/artists adopt this style of video making. It allows the artist or band more freedom in terms of what images they show, however artists/bands will often try to maintain some links between the song and the imagery with in the video.