Theorists of music videos

Sven E Carlsson- "One of the most common methods of analysis is to break up the music video into black and white boxes. Almost everything is then perceived as opposites- trash or art, commerce or creativity, male of female, naturalism or antirealism, etc."

Carlsson also believes that there are two main categories music videos fall into:

1. Performance- the audience are able to see the artist(s) singing and dancing.
2. Conceptual- the audience watch something other than the artist. 

Carlsson created the theory of 'Modern mythic embodiment' where in a video the performer no longer is a performer and become a 'product'. "He or she is a materialisation of the commercial exhibionist. He or she is a monger of their own body image, selling everything to be in the spotlight- selling voice, face, lifestyle, records and so on."

Michael Shore believes music videos are recycled styles that contains an information overload and some adolescent male fantasies, with elements of speed, power, girls and wealth. He goes onto say that some videos contain soft core pornography and cliched imagery. 

Beyonce- Run the World would be a music video that would support Shore's theory as throughout the women featured in the video dance in revealing outfits with sexual dance moves. Although the song is about female empowerment, the video comes across as a performance for the males who are then saluted at the end, in a way soldiers would salut their commanding officers.

Imagine Dragons- Radioactive supports Carlsson theory that there are videos with elements to it as well as seeing the artist perform and would come under the conceptual category.
I think I would like to film a conceptual video as I could find a song with a story or message to it and create a video based around it.