A concept based music video is a music video which has no structured narrative, where the lyrics don't match what's being shown on the screen at all. It can be a song about love and randomly have a music video that doesn't match with what we're hearing.
EXAMPLE Alex Clare - Too Close
I have absolutely no idea why Alex Clare chose to do a concept based music video that has nothing to do with what he's talking about. Maybe it's because the two sword fighters represent his feelings toward love as a battle or a conflict in his mind about whether breaking up with someone is the right thing to do. It's an ordinary and strange idea which is rare to have considering other music videos have the bands/artists/actors telling some sort of story along with the lyrics to match.
The music video is effective in a way, I've noticed that whenever the music gets louder the swordsman start hitting each other.
The music video isn't memorable because it doesn't work alongside the lyrics, so how are people going to remember it? Listeners know the song because of the Internet Explorer 9 advert and the song became a huge it, not because of the music video.
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