Performance is when the music video consists mainly of the artists performing in the video. A good example of an artist performing right through a music video is; Beyoncé - Love On Top, the music video shows the artist continuously performing the song and there is no narrative or any other scenes in the video. This style of music video isn't as common, as music videos solely dedicated to performance are not that popular, because target audiences would not be able to engage with the song or video.
A narrative music video follows a story line, there are two types of narrative; linear and fragmented. Linear narrative's starts at the beginning, goes on through the middle and ends at the end. A Fragmented narrative is one that doesn't. An example of a linear narrative is Katy Perry - Thinking of you, as it plays a story in the 1940s and featured Perry playing a woman who lost her lover, a soldier (played by Mat Dallas), in battle during World War II.
A mixture is a combination of performance and narrative, this is usually found in music videos as it is hard to have a pure performance and narrative. By using both performance and narrative the video can be made more interesting and enjoyable to watch for example in Kelly Clarkson's music video - Since you've been gone. The music video follows Goodwin's theory as the lyrics match the music video itself.
Cameo is were a band or artist features in the narrative but does not perform. A good example of this is Drake and Rihanna - What's my name were both artists in this case play apart in the narrative but do not perform.
If a music video contains no perceptible visual narrative and contains no lip - synchronized singing then it is a pure art clip.
The repetition of images in a music video is called abstract form. Music videos are often organized around "theme and variations". This term applies to music in which a melody, or, motif follows. Music videos work in a similar way using pictorial elements that function thematically. Pictorial elements are the small parts into which a moving image may be divided in - quick zooming in and out, short cuts, colours, shapes, movements, settings, clothes and footage etc. The abstract qualities of these pictorial elements assembled in thematic combinations create form. An introduction often presents the basic pictorial elements, which will develop to visual motifs.
Props
In most music videos sometimes props are used to illustrate the narrative, and when linking the lyrics with visuals, props are commonly used. The props in a music video add to the entertainment side, and can be used in a fun imaginative way. One music video that uses props to make the video more entertaining is; Lady Gaga - Telephone ft. Beyoncé.
Costume
Costumes are usually used to represent certain characters in different ways. Different artists would also wear different clothes to represent what they are portraying in the music video. An example of this is with Lady Gaga's music videos. She often wears very dramatic clothing to go with her extravagant image.
Another music video that displays costumes well is in the music video; When I was a youngster by Rizzle Kicks, the costume can help illustrate the narrative and can relate to what the song is about.
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