Performance, Narrative and Concept.

PerformancePerformance based music videos are where the video mainly consists of the artist performing. This video is usually ideal for artists on a low budget. An example of this is 'Beyoncé - Love on Top.' The video shows Beyoncé continuously performing throughout. Music videos that focus on performance are not that popular as the target audience (TA) can not engage with the song/video. However the constant costume change and lighting make the video more interesting to watch so although it is an unpopular style the video is still eye catching.

NarrativeA Narrative music video is where the video follows a story line. There are two different types of narrative music videos. Linear and Fragmented. A linear narrative starts with a story that has a beginning, continues on through to a middle and ends at the end of the story. A fragmented narrative is something that doesn't follow that pattern. An example of a linear narrative is 'Hozier - Take Me To Church.'Narrative based music videos are popular with songs used in films as parts of the film are usually cut into the music video to correspond with original story being shown. The story in these types of videos usually link to the lyrics.

ConceptFollowing on from that, concept videos are based around an idea or a concept that's normally strange and use an unusual filming or editing technique. The aim of a concept video is to keep the audience entertained and constantly looking at what is happening on their screen. The thematic side of a concept video is that there is lots of common themes going on in the video. This depends on the music genre. If the music genre is rap then it has lots of filming in the streets/outside locations however if its a pop music video then dance routines throughout are very common. Symbolic concept videos consist of the use of various symbols to build up meanings such as if the video is in a grave yard then that will symbolise death. Lighting can often set and suggest the mood and the average shot length can also represent certain things. An example of a concept music video 'Monkey Drummer - Aphex Twin. This video includes a mechanic monkey with a lot arms drumming the whole length of the song.