Andrew Goodwin
Andrew Goodwin through his research had come up with a theory that there are three different types of music videos this is what he found:
Illustration:
Illustration music videos are the type of videos where the editing cuts on beat with the music. The literal meaning is also illustrated through the imagery represented through the video. There are also shots of the band performing the song that is being played which is all very conventional and lives up to the expectation.
a good example of this is Owl City - Fireflies.
Amplification:
An amplification music video is where the film cuts on both on and off beat (Only sometimes) to emphasize features but the images do not directly relate to the songs lyrics but amplify the lyrics meaning. A good example of this is Coldplay – Every Teardrop is a Waterfall.
Disjuncture:
A disjuncture music video is where the video will usually cut off beat to the song and will not follow the conventional means of music videos. The images do not relate the lyrics in anyway. This type of music video is usually used by well known artists who are very well established. A good example of this is Red Hot Chili Peppers - Cant Stop.
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