Narrative: this is a category of music video where some sort of story is trying to be told, not necessarily completely relating to the song lyrics or themes. It establishes character, setting and a situation. It can follow a Todorovian narrative, or any other narrative theory. This is a category of music video that I am keen to emulate.
Here is The Lazy Song by Bruno Mars, the alternate version, which incorporates a narrative and explores the message of the song.
Performance: this is a category where a live performance and/or more basic performance of the band. This is a very common type of video, where the band are shown playing the song, and can sometimes lack creativity. Here is Snow Patrol's You're All I Have, where the editing and shot variety is very effective at keeping the viewer interested.
Concept: these types of music videos are where a creative and often bizarre approach is taken to appeal to the audience. The Grammy Award for Best Concept Music Video in 1988 (which was only an award category for two years) was Genesis, with Land Of Confusion. This video is very unique as they managed to use the puppets from the programme Spitting Image, which was very popular at the time, and so added a lot of humour to the video and appeal to a mainstream audience.
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