Narrative/Concept/Performance

There are three main types of music videos; Concept, Narrative and Performance. Each type creates a different feel to a music promo, but they can be mixed together to create a more diverse music promo.

Narrative videos often follow a storyline that has been suggested in or by certain lyrics of the song. The story can be told in different ways, such as a link to the story or like a short film with a beginning, middle and end.
If a song is promoting a film clips from that film may be used to create a story.
An example of a narrative music promo could be, Glass Animals - Life Itself

Concept videos are generally based around an idea/concept which may be obscure and unusual to the audience. Audiences can be attracted to a concept video due to its unusual nature, and audiences are given more freedom in determining what the video means to them, making the video more personal.
If a concept video is successful it will keep an audience looking out for new things that they had previously missed.
There are different ways a concept video can be created, it can have a theme or have symbolism. A concept video needs something to build on so a theme or symbolism that can be recreated throughout the video is used, for example a thematic video for a rap song may have reoccurring shots of streets.
An example of a concept music video is, OK Go - Upside Down & Inside Out

Performance videos are made up of clips of the band or artist performing the song, from the clips of the perforce a music video can be put together and created.
Performance videos tend to include lots of close ups of either the artist or a band (the lead vocalist more commonly). The performances by the artists can be set almost anywhere, making the videos more intriguing for an audience. There may be particular motifs such as an artist or bands style which will be followed, this may depend on a record label, the genre of music or on other previous performance videos.
Performance videos are almost always lip-synced, showing good editing skills.
An example of a performance music promo may be, Panic! At The Disco - Death Of A Bachelor

However these different types of videos can be mixed together, most commonly is performance and narrative. This would show the artist performing the song whilst have snippets of a narrative story played in-between the performance clips. This can make a music promo more interesting as there are more elements in one video, meaning an audience member may go back and watch the video again.
Shane Harte's music promo for Left Standing is an example of the mix of performance and narrative.