Sven E Carlsson

Sven E Carlsson believes there are two categories that a music video can fall into, Performance and Conceptual.

Performance videos are when you are able to see the artist sing and dance throughout the music video.

Carlsson believes the performer is often made into a materialisation 'commercial exhibition' this where the artist is made into almost selling something; someone that fans of the artist will aspire to
be. These scenes are often extremely high in quality.


Conceptual Videos are videos where you watch something other than the artist, Story telling.

Another type is the televised brad, the artist will be telling a story and will use on screen imagery instead of personal images.

The final type is elctronic shaman, sometimes the artist is 'invisible' and only their voice that anchor the visuals.