Type 3: CONCEPT BASED

These videos evolve around a particular concept or idea, not necissarily related to the song at all but just to add entertainment to the song and get publicity from having a clever, origional or "cool" idea. Most follow Andrew Goodwin's point about the music matching the images, although the lyrics do not, where the cuts and movements in the video go with the beats of the music.

They are most commonly used alongside alternative style music and bands as they are both thought of as being unique. For instance the band "OK Go" make concept videos for all of their songs. By keeping the this tradition, they keep up the artistic and unique reputation that they band has and their fans expectations about the cleverness in their videos.

 One of these is "White Knuckles" in which, although the band are dressed in white, does not follow the lyrics or have anything to do with the meaning of the song, just involves alot of tricks with dogs and movement on the set in time to the music, creating something fun to watch whilst listening to the song and giving people more reason to look up the song on sites like youtube aswell as wanting to listen to it; publicity!

"The Black Keys - Your touch" is a concept based video as the video tells a story that is completely irrelevant to the song. The only reference to the song is it to the word "touch" from the title which plays each time someone touches the magic egg featured in the video. The concept is that they become ghosts and carry on daily life, as if they want to be seen as casual people, unphased by what happens to them, a "cool" look.
It is more like watching a short film; it works as a promotion because people want to carry on watching it to see what happens at the end of the story and are listening to the song at the same time. It fits tightly to the actual music of the song as there are alot of cuts/edits on the beats.
This video challenges the conventions of a rock video as both the song and the style are normally thought of as being serious and in most cases solom whereas this video is funny and random.


"DJ Fresh - Gold Dust"