- Music - the song the video is for.
- For some genre its the 'video girls' , jewelry - The material things.
- Lip syncing of the lyrics.
- The lighting - sets mood etc.
- Type of cuts - "Non-linear editing"
- Transitions - Slow motion for slow songs.
- Outfits - Changes frequently/type of shot depending on genre.
- Repetition of images - following structure of song.
- Dance routines and performances.
- "Sexyness" - Women.
- Edit is to the beat of the song.
Functions and Purpose.
- Sells the songs/promote
- Makes song memorable for audience.
- Motivates audience through the story line of music video. Eg. Micheal Jackson - Earth Song.
- Establishes artists image: Change of image. Eg. Rhianna.
- Promotion of films/Brands - P.Diddy promotes his vodka in his music videos
- Establishes genre - conventions of Mise en scene etc.
- Visual links across promo material
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