There are mainly three ways in which music videos work to support or promote the song. These are;
·ILLUSTRATION
· AMPLIFICATION
· DISJUNCTURE
ILLUSTRATION -Music videos can illustrate lyrics and genre, providing a sometimes over literal set of images. This makes this the most straightforward technique and the classic example of visualisation, with everything in the music video directly related to the lyrics. The example below is R Kelly & Usher - Same Girl. This video is a brilliant example of an illustrative video as a visual link is made with the lyrics for example at 1:07 R Kelly's lyrics are: "her liscence plate says Angel, tattoo on her ankle" when that is said a car liscence plate with the word angel comes up on the screen and also it shows her tattoo on her ankle, the meanings are very literal and direct visuals are used to link the lyrics and the music video.
AMPLIFICATION
Amplification is a bit similar to disjuncture, it's when the music video doesn't directly link to the song and the lyrics arent illustrated through direct images in the video. It is more about enhancing the concept of the song and it's theoretical meanings. An example of a music video tthat uses amplification is: J Warner - Dream World, the song is linked to the concept of the video but it is not directly illustrated by images.
DISJUNCTURE
Disjuncture is when the music video has little or no connection with the lyrics. It can also be when the video and lyrics contradict each other. A good example of this is Franz Ferdinabd. His video has no connection with the lyrics.
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