Music Video Theories: Subvert or Adhere?

It would appear that Carlsson believes music videos fall into two categories of performance and conceptual; I disagree and believe it is possible to incorporate ideas from both the performance and conceptual conventions Carlsson describes. There are many videos which incorporate artists' performances into the video alongside some narrative or artistic visuals. As is the case in many videos for Fall Out Boy, Panic! At the Disco, Eminem/Slim Shady, King Gizzard and the Lizard Wizard, and the Strypes among many other artists. While Carlsson argues that sometimes the artist acts as a 'bard' to tell the story, the lyrics and music don't always fit the story being told.
I would certainly like to focus in on Jack's identity as an artist and showcase his musical skills in using performance clips however I would also like to make the video visually entertaining and appealing to the audience for maximum re-watchability, as such I will probably combine conventions from both of Carlsson's categories which - while subverting the theoretical 'rules' Carlsson has noted - enables me to remove any restrictions I may have come across when focusing solely on either performance or conceptual, although I will likely need to find a way of balancing the conventions of each category.

Goodwin argues that there are certain conventions and stereotypes within music genres which often appear within that genre's music videos. This is an idea that I had noticed long before my research, with rock, punk and metal songs often including performance clips of the whole band or focusing mainly on the main singer, while pop songs and rap songs often had one artist to focus on allowing them to produce more dance or narrative orientated music videos - as seen best in Katy Perry's videos which have very elaborate themes throughout the video such as the candy theme in her California Gurls video. It is likely that I will have to focus on and adhere to conventions of the indie and psychedelic rock genres given that Jack creates such music, we both like such music and Jack is especially interested in the psychedelic aspect of videos and music. As I have often produced very abstract art, I believe this wont be difficult to adhere to, especially given Jack's expertise on the genre.

Carlsson and Goodwin note how the singer is typically the main focus and the video tries to sell their best attributes by focusing on them. With this in mind, I will say that I disagree with Goodwin's idea that the artist becomes an erotic symbol or that the video is for almost voyeuristic intent; while women are often sexualised in the music genre, it is sometimes a marketing choice in order to attract consumers however I wish to focus on Jack's ability to perform and help clearly display his musical identity - which is why I have and will choose to focus on him for the videos.
Moving on with Goodwin, he has suggested that lyrics and music often amplify or contradict the video's visuals which I have clearly adhered to in my Summer Nites video (showing bottles when "smashed" is said or the sun when mentioning the weather). I don't see any way to argue for or against this belief as it covers both the amplification or contradiction of the visuals to lyrics.

So in short, I have clearly researched and understand Carlsson and Goodwin but wish to subvert some ideas they have put forward in order to avoid restrictions and focus on what I believe to be important and best for my client, Jack.