Performance, Narrative and Concept

Performance:

Performance based music videos are videos containing the artists performing their music.
It attracts an older audience, older viewers will be more interested in the performers.

Narrative:

Narrative music videos normally tells a story based on the lyrics. It is structured like a short film, with a beginning middle and end. Some times it can promoted a film by showing film clips around the artists performing; for example, Sucker for Pain, and the Suicide Squad.
This type of music video is aimed at younger viewers as they want to be able to see a story in the music videos, and will be more attracted to film clips.

Concept:

Based around a single idea, concept video are usual obscure and unusual. This would be aimed at a much older audience as the concept used might be difficult to understand for younger viewers.

Hybrid:

More often than not, a music video will mix 2 of the themes to create a new and different music video. This will work to attract older viewers who will want to have a compelling story, but are also interested in the artist.