Narrative of a music promo

Synaesthesia- A condition in which one type of stimulation evokes the sensation of another, as when the hearing of a sound produces the visualization

·         In songs the narrative is rarely is complete and therefore often fragmentary

·         Fragmentary narratives may help the repeatability of promos

There a three different types of music promo videos which Andrew Goodwin created. These are:

Illustration

This is when the music promo basically illustrates the ideas/ narrative in the song lyrics. A good example of this is Avril Lavigne 'Girlfriend'.  In this the lyrics are 'Hey! Hey! You! You! I don’t like your girlfriend! No way! No way! I think you need a new one' and the narrative of this video is Avril disliking a her crushes girlfriend and Avril doing different things so they will break up.

Amplification

This uses a key idea/ image from the lyrics and develops it into a concept within the music promo. A link remains between the lyric and the promo. A good example of this is My Chemical Romance 'Welcome to the Black Parade'. At the beginning of the song the lyrics of the song are 'When I was a young boy, My father took me into the city, To see a marching band.' So, in the music promo the audience see the band playing on a parade float like a marching band.

Disjuncture

This is when the music video bears no resemblance to the lyric or its meaning; abstract; often seen as unconventional/’arty’ videos; creates a new range of meanings for the song. A good example of this is Ok Go 'Here it Goes Again'.  The song is actaully about not having control over life, but they did a music promo where the band members did a routine on a runnig machine.