1. The lyrics are linked to the visuals- there is a direct link between the lyrics of the song and what is being shown on screen for the audience.
2. The music is linked to the visuals- this has a link with editing as well, as the tempo of the music can be linked with what is happening on the screen.
3. Genre characteristics are established by music videos- meaning the visual material (genre or style of the music video) has a connection with the music.
4. Intertextual reference- the intertextuality could indicate to other music videos/films/magazines/newspapers or textual references. This could be for humorous gratification of the audience or to benefit the artist.
5. Demands of the Record Label- this allows an artist to be recognised in future music videos or even through other media outlets. E.g. Kanye West wears belts saying "KW" on them or has half of his shirt tucked into his trousers and half of it is hanging out.
6. Notions of looking- there are a number of ways of looking in a music video whether it being through a mirror or directly through the camera. This helps constitute the artist through their lip sinking like they are narrating in a story. Also women can be used as a symbolism of sex which aims to increase the promotion of the music video to a male audience mainly.
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