Andrew Goodwin's Theory.

Andrew Goodwin theory is that he feels that the traditional narrative don't really apply to pop videos and it's not because pop videos are trying to be 'avant grade' - it's just that they approach it in a different manner in contrast to films.
Reasons that back up Goodwin's theory are:

1. pop videos are built around songs - and often songs do not pose traditional narrative structure.
2. the pop video uses the singer both as the narrator and as a character
3. the singer often looks directly at the camera.

Who You Are music video- Jessie J looking directing into the camera narrating...

... then Jessie J becomes the character.

Pop songs do have a form of closure or ending, the music video must end and often reflects the structure of the music in some way. However, there are some cases where music video end with a "..to be continued".

There are 3 important way in which a music video works with the song:

• Illustration: this is where the video tells the story of the lyric. Dance is often used to express the feelings/mood of the song
• Amplification: occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning
• Disjuncture: this is where there is little connection between the lyrics and video or where the video contradicts the lyrics 

Pop videos often have easily recognisable features. Michael Jackson used to give a bit of a yelp and/or twirl in his videos. Another popular features that especially features Hip Hop videos are women are presented as objects of male desire.