I will be looking at 3 music videos from this genre, 'Wake me up' by Avicci, 'Nobody to love' by Sigala and 'Never forget you' by Zara Larson and MNEK.
Alternative to classic pop music, this genre of music tends to follow a narrative or storyline in its music videos. Some may be experimental music videos, a mixture of performance and storytelling.
The Avicci music video is purely storyline, it tells of two sisters in a dystopian world. We don't see the artist in the video, and the lyrics don't tend to relate too closely to the narrative.
'Nobody to love' is an experimental music video. It tells a simple story, picturing two girls going to the beach, and we are shown performances of them dancing alongside some beach locals. However, the dancing seems natural and not so choreographed as we would seen in a conventional pop music video. All the characters we see are not the artists and the images seem unrelated to the lyrics of the song, the characters are simply having fun, much like the two girls in the first video. There are themes of dance, good vibes, young beauty and love throughout both videos.
In 'Never Forget you' there is a storyline alongside the artists performing the lyrics. The story tells of a young girl growing up alongside her imaginary friend. The lyrics can be seen to partially relate to the images shown.
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