Theorist - Sven E Carlsson

Sven E Carlsson said that ‘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 or female, naturalism or antirealism, etc.’
What is being said is the common approach to music videos in the sense that binary opposites drive the narration of the video forward.

He believes that there are two categories that music videos are able to fall into:

• Performance - Performance videos are when the audience are able to see the artist singing and dancing throughout the video.

• Conceptual - Conceptual videos are when the audience watch something other than the artist throughout the video.