Andrew Goodwin's Music Video Theory.

Music videos demonstrate genre characteristics e.g. lavish living in r&b rap videos, dance routine for boy/girl band, sex scenes in love songs and violence in drill music.

There is frequently reference to notice of looking (mirrors, telescopes etc.) and particularly voyeuristic treatment of the female body.

There is a relationship between music and visuals (either illustrative, amplifying, contradicting)

The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style)

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