Sven Carlsson (1999) (Narrative)

Sven Carlsson suggests that music videos in general fall into three rough groups: performance clips, narrative and conceptual clips.

Carlsson developed a mythical method of analysis of music video - centered on a "modern mythic embodiment" .
Viewed from this perspective the music video artist is seen as embodying one, or a combination of "modern mythic characters or forces" of which there are three general. The music video artist is representing different aspects of the free floating disparate universe of music video

Performance: 

If a music video clip contains mostly filmed performance then it is a performance clip. A performance clip is a video that shows the vocalist(s) in one or more settings.
 Common places to perform are the recording studio and the rehearsal room. But the performance can take place anywhere, from the bath tube to outer space. Walking down the street is another performance cliché, which is common in rap videos

The performance can be of three types:
song performance, dance performance and
instrumental performance. Almost every music video includes song performance.
Some videos combines song and dance performances

Conceptual:

Something else during the video, often with artistic ambitions.

'I am the Walrus' is an example of a conceptual and performance video. This video was made before the rules for music videos had even been created.

'Don't look back' is a video about Bob Dylan's 1965 tour. It is considered the first music video. It is done in all one camera shot, has no narrative and was used as a promotional advert.

If a music video clip contains no perceptible visual narrative and contains no lip synchronized singing then it is a pure art clip. The main difference between a music video art clip and a contemporary artistic video is the music. While the music video uses popular music the artistic video uses more modern, experimental music, such as electro-acoustic music

Narrative Clip

If a music video clip is most appropriately understood as a short silent movie to a musical background, it is a narrative clip. A narrative clip contains a visual story that is easy to follow. A pure narrative clip contains no lip-synchronized singing