Sven E Carlsson's theory says that binary oppositions drive the narration of the music video forward, for example, the black and white theme. He also says that there are two main types of music video: performance and conceptual. -Performance clips where the video mainly shows an artist (or artists) singing and/or dancing.
There are three main types of performance clip; song performance, dance performance and instrumental performance. A way of telling if a music video is a performance clip is that the artist is likely to be shown in more than one setting.
- Conceptual clips are where something else is shown during the song's duration which may have symbolism or an artistic meaning.Carlsson believes that the performer is sometimes made into a materialization - 'commerical exhibitionist', this is where the performer sells their music video. They come across as someone that fans often aspire to be and the visuals will be extremely high in quality and have a gloss to them. Another type is the 'televised bard', which is a singer telling a story and uses on screen images instead of more personal images.The final type is the electronic shaman.
An example of a performance music video is:
Taylor Swift - Shake It Off:
The reason that this is a performance based music video is because it features the main artist throughout in more than one loction. Taylor Swift is selling herself to her audience and fans - Consumerism.
An example of a narrative music video is:
Ed Sheeran - A Team:
The reason that this is a narrative based music video is that it features a clear story which relates directly to the song itself. It doesn't actually feature Ed Sheeran and instead the visuals focus on the woman who is in a struggling situation and brings the lyrics to visuals.
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