There are three main aspects that are included in music videos:
Performance - focuses on showing footage of the artist or band either in a casual environment, i.e. socialising with friends, or performing, live performance or staged performance. This style of video uses the band/artist/group throughout the majority of the production and the artist, band members are often lip-syncing the words to the song. The costing on this type of production are also most likely to be the lowest as the producers are in effect giving the audience the most realistic image of the band as it is only the band they are showing. The downside of this is that the band will need to be relatively established to pull off the video, or else interest will become saturated. An example of a full performance video is the Rage Against The Machine song - Killing In The Name:
Concept - are based around a single idea or concept and are usually unusual and obscure, even surreal for the audience. This unusual content is an attraction to many consumers, which draws them in, this is usually used for instrumental songs, as because there are no lyrics the video can be extremely creative as it is not restricted.
A good example of a concept music video is This Is War by 30 Second to Mars:
Narrative - This is the story-line of the music video, usually relating to aspects of the actual track, such as the genre and lyrics. This style relies on imagery to produce a story for the audience to follow and some narrative videos include clips from films that the song has been featured in. A good example of a music video with a narrative is the Red Hot Chili Peppers video - By The Way, the narrative of this video involves the singer (Anthony Kiedis) being kidnapped by a taxi driver: