{Research} Andrew Goodwin

Andrew Goodwin was the first man to publish his very good understanding of the makings of an effective music video. He anaylised the structure of pop videos and made the point that, due to them being constructed around a song; they can be quite different to traditional narrative structures seen in film and books, that of Normality-Problem-Resolution.
To quote him there are three different reasons for different narrative structure, one i have allready covered but i shall list it below along with te other two regardless:

1) Pop videos are built around songs - and often songs do not pose traditional narrative structures (normality- problem- resolution)
2) The pop video uses the singer both as narrator and as a character.
3) The singer often looks directly at the camera - this is an extension of (music- hall) performance and trying to involve the viewer at home with the performance.

Pop videos are repetitive by nature, as lines or choruses repeat the the song often you'll find the the images in the video repeat. This repitition might also reflect upon different songs that are examples of the genre, and the images repeated might be used elsewhere for intertextuality, on websites and promo art. All this repition solidifys the video, making it and its imagry familiar to everyone whether this is their first viewing or not.

Goodwin agrees that songs, and therefore their videos, do tend to have a climax and then closure, Musically and often in the narrative of the video. Whether video footage is based on the song lyrics or not. Adrew G states that some videos can seem completely unrelated from the songs they're selling. Some contain eye-pleasing imagry to encourage people to come back to them, sometimes the footage is taken from a film or tied-in show. Andrew Goodwin concludes that there are three types of relations between the song and the video, See my post on Illustrative, Amplification and Disjucture for more..