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What is a music video and what are the different categories? 

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What is a music video and what are the different categories? 

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A music video is a short moving image/film that is used to accompany a pre-existing music track in order to encourage the sales of music in another format and promote/represent an artist and their new  single/album.

Some artists choose to release a music video purely for creative purposes but the majority of music videos nowadays, especially within the mainstream category are used as a form of promotion when it comes to promoting the sales of the artist and increasing their popularity; it can also lead to increase in merchandise especially via online music sensations such as YouTube which allows people to access songs and music videos whenever they wish.

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Firth devised the theory that music videos can be categorised by 3 broad typologies; 

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Firth devised the theory that music videos can be categorised by 3 broad typologies; 

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- The performance
- The narrative
- The concept

These types describe the form and content selected by the director or artist to attract viewers and to convey a direct or indirect message. They can act as extended advertisements, as popular art forms or self-referential filmic texts.

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performance based music videos are those that feature a star or a group singing in concert to enthusiastic fans, the main goal to convey in a performance based video is the sense that the viewer is experiencing a real life concert from the artist, or group.

Performance based videos mainly feature the band or artist performing either to the camera or an audience (concert) and give them a chance to put a pure emphasis on their song and talent. This type of music video is mainly popular among rock bands/artists as their concerts have a lot of energy and represent their true identities and genre.

The music video below is an example of a performance based video as the emphasis is on the the performance of the song and the raw talent rather than any other story-line/plot. It could be said that performance videos are a lot easier to shoot as it's easier for a whole group of people to be filmed at once and showcase their genuine talent if they can play and instrument or dance. The rawness of the footage also helps connote that the artist/band would rather play music to it's fans than worry about how they are being marketed or having the most perfectly edited video, this reinforces their persona and helps them stay away from a manufactured image of a lot of stars.

performance based music videos tent to attract marginal sub-genres;
- Rock
- Indie
- Alternative

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Narrative videos are videos that presents a sequence of events or a story-line/plot that reflects upon the lyrics and can tell a story in a linear or cause-effect sequencing. This type of music video is effective in engaging the audience and is often used in music videos that are being used in films or pop videos/mainstream, the image/story on screen is a reflection of the lyrics being sung.

The most common narrative video which is primarily popular with female pop artists such as 'Taylor Swift', 'Katy Perry' involves telling a love story where boy meets girl, loses girl for some reason and then then it ends up being resolved with the issue by the boy getting the girl back.

Artists can either feature in the story of the video themselves as the main character, which is most common as they can identify with their audience or can also choose to hire actors/actresses to play the roles of the boy and girl or any characters that they've chosen to use.

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Taylor Swift - We Are Never Ever Getting Back Together

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Katy Perry - Last Friday Night (T.G.I.F.) (Official Music Video)

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"Conceptual videos don't tell the story in a linear fashion, but create a mood feeling to be evoked in the experience of viewing" Firth 1988

Conceptual videos are usually based around a single idea or concept but are obscure and unusual leaving the audience to think what did I just watch?

Conceptual videos can contain the possibility for multiple meanings ad it's open to interpretation by the audience as they don't have any clear or specific story-line, the main attraction of conceptual videos for most consumers is the unusual content it includes which should keep the audience entertained and on tender hooks as to what is going to happen.

Conceptual videos aren't just used by one genre but in fact are used by all genres which includes different kinds of music and forms of artists and the video tends o not reflect upon the lyrics or song in any way which adds to the unusual factor. Conceptual videos are sometimes combined with another form of music videos such as performance to create a full video.