Concept Based Music Video

There are three main types of music videos  that are made in the music industry they are:

• Concept based videos
• Performance based videos
• Narrative based videos

A concept based music video, is a music video which has no structural based narrative and the lyrics do not fit the music video. However the video has a certain concept in which the entire music video is based around, this is usually quite an abstract concept which gives the video a unique selling point, for example  the video may use many visual effects throughout the video to give the  entire video its unique style.
An example of this is Alex Clare's 'Too Close', the video first released to 'Youtube' on the 15th March 2011, it opened to a small number of viewers however after the internet explorer 9 advert campaign the video accumaulated ove 3 million views. The video consists of Alex Clare sitting on a stool singing while two kendo fighters do battle in an urban deserted factory as the backdrop. This may have been to sumbolize the concept of love being a battle or the coflict in his mind on whether breaking up is the right thing to do.