Theorist 3 - Steve Archer

Steve Archer is another theorist that I have researched, his theory argues that there needs to be a strong and coherent relationship between the narrative and performance in music videos. This however is a strong contrast to Goodwin's theory as he believes there doesn't have to be a coherent relationship but instead says that what is happening on screen doesn't necessarily have to match the lyrics. He says that the music video will reflect the genre of music. Steve Archer also goes on to say that a music video will cut between a narrative and performance from the artist/band. Finally he states that a choreographed dance might be part of the performance or something added to the video that will aid visualisation.