Theory

Carol Vernallis

With narrative, the main ideas she has are to do with how the narrative structure of the video is meant to match the lyrics within the song. A good example of this would be "Riptide" by Vance Joy where all of the lyrics match a different. With the performance aspect of the video, the performance and the narrative don't usually balance out within the overall video. When watching a music video, you will usually think of many different questions which the video will not answer such as "Flaws" by Bastille with many different people with face-painted skulls are roaming around. There will also be a variety of different shots so this could be more like a pop song such as "This is How We Do" by Katy Perry such as a montage of her and others in different scenarios.

With Editing it will mainly match the music's beat along with many other aspects such as it breaking some rules of the editing such as a break of the 180 degree rule. With editing there will not be smooth editing, match on match action or an even pace of time throughout. It will usually be quicker shots compared to film editing as it relates back to the beat of the song.

When it comes camera movement and framing, extreme shots are very common. A good example of this would be . The main style of framing and movement are usually related back to the style and genre of the music video. For example, the movement would be steadier in a slow paced song compared to a dance track such as "Stay The Night" by Zedd which is fast paced. 

Andrew Goodwin

Goodwin's theory is mainly that the conventions within the video are similar to what is being said through the lyrics and the genre that the band/artist is from. Like how a pop girl group such as the Spice Girls with their single "Wannabe" included more of a dance routine within their video compared to Sum 41 with their song "Fat Lip" who included a performance and a comedic aspect within their video. 

With the lyrics within a song represents the music video but only in three ways : Amplifying (creating an imagery that relate to the songs narrative), contradicting (going against the ideas of the song's lyrics) and illustrative (showing the lyrics in a visual way). 

There is also a common link between the sound and the editing such as a fast paced piece of music may include a fast paced editing sequence. 

With some music videos they usually reference films or use films, game or television shows as their inspiration. For example, with Iggy Azalea's latest single "Black Widow" it references Kill Bill and even has Michael Madsen starring in the video. This is because on occasion, the lyrics are able to relate back to a film which has inspired the music video.