Music Video is all about the feeling of the music in relation to the visuals, they can contrast for effect but personally a music video should express visually exactly what the song does. This can make it feel like a short film rather than a performance and hopefully come out better for it. For example loosely establishing characters and motifs, for example a sample from the video above the protagonist walks past a group of loitering young men, the atmospheric menace is strongest here in contrast to the visuals where a monster is seen and that is clever use of atmosphere.
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