Carol Vernallis Theory

Her theory is based around producing music video using four concepts...

1. Narrative - The video is a visual response to the narrative, reflecting the lyrics in he song. They can be incomplete/broken up, questions don't have to be answered at the end.
2. Editing - It can break or disrupt the conventions or continuity editing. Editing can be visible and not hidden and be more distinctive. 
3. Camera movements/framing - Establishing shots are one of the key features of music videos. Close up and medium shots are also important to establish the artist. It can move with the lyrics.
4. Diagesis - The world of the music video (setting) can be revealed slowly, may be shown through repetitions in frames.