It is common for music videos to include a narrative. The narrative tends to be based on the lyrics, sometimes the video can be a very literal interpretation and in other cases the interpretation can be a bit more open. Having a relation between the lyrics and the visuals helps to enhance and reflect emotions and themes within the song.
When creating a music video, analysing the lyrics is an important thing to do. The lyrics are the foundations to build a narrative upon. If the visuals clash with the lyrics then the audience may be left feeling confused and the effectiveness of the song and video can be lost.
Andrew Goodwin believes that there should be a distinct relationship between the lyrics and the visuals. This could be to illustrate, enhance meaning or even contradict.
This is evident in Rihanna's music video for her song 'Diamonds'. The song title is called 'Diamonds' and the word diamonds is mentioned in the lyrics. Within the first second of the video we see a shot which has a pile of diamonds therefore creating clear lyric to visual connections.
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