The video tells a story, usually based on a boy meet girl theme but some have now began to include more sophisticated story lines. Michael Jackson pioneered this technique with the Thriller video. The Thriller video is clearly narrative, given that there is 4 minutes of acting before the music even starts! After the music starts, the story does of course continue.
Concept
This technique should keep the audience entertained and is based around a single idea.
There are two types of concept music videos:
Thematic: Revolves around a single theme which depends on the genre.
Symbolic-Lots of symbols to build up meaning, montage and lighting are used to good effect and the video is usually fast paced.
An example would be OK Go-This Shall Pass. Whilst there is a slight element of performance, the camera mainly focuses on the idea of dominos on a mega scale! This is a thematic concept video, perhaps focusing on the theme of a knock on effect?
Performance
Often seen in rock and heavy metal, the video will revolve around the artists and show them n a hierarchical order; the singer is the most important followed by the guitarist. There are also many shots of the instruments as they are considered to be extremely important to the genre. An example would be The Living by Performance as it shows the actual sining and playing of instruments more than anything else. There is a slight element of concept as paint is constantly being thrown over the band members and there are a few shots of the female member sitting with different male members at a table.
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