Andrew Goodwin's theory on music videos is that they each follow a certain style to portray with the song or be completely different.
Amplification - This is when the music video and lyrics doesn't completely link, however the video is used to give a deeper meaning for the song, this is used mostly in RnB songs where lyrics usually come off as a love story or a form of romance, which can easily be exaggerated within a music video.
A music video that shows amplification is Drake - Hold On, We're Going Home ft. Majid Jordan
Disjuncture - This is when the music video and lyrics have no connection, it can be completely different and even contradict each other. There's not really a specific genre of music that is commonly seen with disjuncture music video.
A music video that shows disjuncture is Clean Bandit - Mozart's House.
Illustration - This is when the music video has a very literally connection with the lyrics, it shows exactly what is being said and unlike isn't exaggerated at all, unlike what can happen in music videos with amplification.
Illustration is quite hard to see in a full music video, but Owl City - Fireflies contains it a lot, words that he says mostly appear and when saying "fireflies" it shows actual fireflies.
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