Thought beats - Take the structure of the song into account. Listen to the voice of the song as an expression and therefore is able to make an association of its own. The artist tells us a story and we are listening to it making the music video a two-communication device.

Relationship between song and visuals - Use of images to illustrate the meaning of the song. Meanings and effects continuously shown through the video to drum it into our vision. The meaning of the song can be completely ignored.

Narrative and performance - Narrative and performance work hand in hand making it easier for the viewer to not lose interest. The artist as the narrator and participant increase its authenticity but the lip syncing remains at the heart of the music video.

Technical aspect of the music video - Camera work, colour schemes, editing, cutting help to set the tone for the music video. Includes mise en scene: props and costumes as well as the beats to cut the footage on.

Star image - Main focus is on the artist throughout the video. The artists want to remain memorable and so sets up a unique image. This image can develop over time and plays a big role in music videos.   

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