Types of Music Video - Concept

A concept music video is based around a single unique idea and attraction. The concept in the video is usually very obscure and unusual, it is very hard to film (often requiring special effects) and are also quite unrelate-able for any audience watching. This is why only a few music videos are purely concept without any other use of narrative or performance. However in the same way a concept music video can create a buzz and attract viewers with the unusual video. It will keep the audience constantly entertained and watching each and every scene with fascination if done right.

One concept only music video which was quite controversial is "Rubber Johnny" by Chris Cunningham (A renowned music video director) + Aphex Twin - 2005:

Another more recent and popular example of a concept video is Lady Gaga's "Applause" - 2013:

In general a music video will often have aspects of each video type: performance, narrative and concept within their own works. This is so they can gain all the benefits of each one and maximise viewing pleasure.

A good example of this is Macklemore & Ryan Lewis "Thrift Shop" - 2012. This music video has a story to it of Macklemore wanting to find bargains at thrift shops and his pursuits to find these bargains. It has a performance base of Macklemore and Ryan Lewis each performing the song live in front of the camera. And it has a concept base due to the unusual scenes that the music video features including people dancing in the thrift shop and scenes of people riding in shopping carts.