ANDREW GODWINS THEORY OF MUSIC VIDEOS AND PROOF OF THESE TECHNIQUES

Andrew godwins is a very well known theorist of media and his theory states that a music video should have 5 key aspects,
Relationship between the song and visuals, narrative and performance of the song, thought through beat( seeing what the lyrics mean in your head), star image(protagonist).
The part of godwins theory I will be focusing on is his relationship between the music and visuals, this is where a video would be categorised into one of three groups on how they promote a song, illustrate, disjuncture and amplify.
If the relationship is illustrate, it uses certain shots and images to conclude the genre and the meaning of their song, an example of this relationship would be Ed Sheran's A-team where the video matches the lyrics of him following the hard life of a women who hasn't had the bed life and does whatever she can to get money.

When a music video is distjuncture it completely ignores the meaning of the song in the video and it is usually to show stars or protagonist to attract more views and audiences, an example of a song that's video does this is Panic at the disco's 'girls/girls/boys' where whole 3 minutes of the video is close ups and profile shots of a topless Brendon Urie to attract their humungous female fan base, they completely ignored the meaning of the song and just used his popularity to rely on the views.

Finally, if the relationship between music and visuals is amplify, this is where the shots are repeated or very similar that they are drummed into your head and you remember this video continuing with the music, a very well known video that uses this technique is X ambassadors 'renegades' where the whole video is someone on their own continuously skateboarding through streets like a renegade would do as he is on his own and doing things differently to others.