Sven suggests that music videos can be categorized as either performance videos, where the artist performs throughout, or conceptual videos, where something other than the artist's performance is shown. Carlsson believes artists represent different types of performances - the Commercial Exhibitionist who sells themselves, the Televised Bard who tells a story through lyrics and images, and the Electronic Shaman who can disappear and reappear in a spiritual form as a guide to others.

1. Audio-visual is when we can watch and listen to something simultaneously and poetry is a popular
way of expressing your feelings. Sven suggests that one of the most common methods of analysis is
to break down the music video into two categories; Performance, where the audience is able to see
the artist perform throughout the video and Conceptual, when the audience watch something else
entirely different other than the artist throughout the video.
Furthermore, Carlsson believes that artists are some kind of modern mythic embodiment, which
means that the artist could be representing different aspects of the three different types of
performance. First is the Commercial Exhibitionist, where the performer is trying to sell him/herself
for the spotlight, such as their voice, face, lifestyle etc. Second is
the Televised Bard, where the artist is being the singing storyteller,
trying to tell the story throughout the television/camera, by
amplifying the lyrics or inserting images to help.
Finally we got the Electronic Shaman, where the performer is
usually invisible or in a kind of a spiritual form where he/she can
disappear and appear when desires. Shamans are usually people
who can shift between different shapes, channel power from other
objects, have a two-dimensional alter ego, but basically they are
spiritual guides to people who need help.