1) The video should demonstrate genre characteristics. For example, a stage performance in a rock video.
2) There is a link between the lyrics and the visuals. (either illustrating, amplifying, or contradicting)
3) There is a link between the music and the visuals. (either illustrating, amplifying, or contradicting)
4) 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 occur throughout their music videos.
5) There is frequent reference to notion of looking (screens within screens, etc)
6) There is often link to intertextual reference (to films, tv programmes, other music videos, etc)
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