His theory splits music videos into three types. These are  called illustrative, disjuncture and amplify. Illustrative is when the visuals link in to the meaning of the song to help the listener understand the artists intention. The term Disjuncture is then when they visuals do not work in harmony with the lyrics but create their own story that might not make sense or relate to the song. This is just often the artist’s unique take on the song, it helps the artist stand out from the crowd. Then the last component in his theory is amplify this is when the visuals exaggerate the meaning of the song to stress its importance to the audience.