Andrew Goodwin

Andrew Goodwin identified three different approaches to the structure of a music video according to the relationship between the sound and the image being shown.

Illustration:

The music always cuts on the beat.

The video will illustrate the literal meaning/feeling of the lyrics.

The band image will be how you expect it. The video will focus on the band showing what they can do such as dancing, singing and playing instruments.

Amplification:

The music cuts on the beat but can cut off beat to emphasis certain parts of the video.

The lyrics will be taken and shown in a different, deeper meaning kind of way.

The band take on fictional characters in the video's narrative and do not represent themselves.

Dis-juncture:

Music cuts off beat for a reason, this could be seen as badly edited video so must be done properly.

The video will show images that do not relate to the lyrics.

The band take on an image that is nothing like or the complete opposite of the expected image.