- As I have said previously the video should reflect the characteristics of the songs genre
- The lyrics and the visuals should be realated without one overshadowing the other. The visuals should try to amplify what the artist is singing without overpowering the song itself
- The video will often contain intertextual references so the audience can feel as if they understand what kind of message the video is sending. For example Eminem will often make fun of current 'stars', such as in the video 'We made you'.
- Excluding Dance videos there will often be a very high level of focus on the artist themselves. These artists will often have certain characteristics that feature in a lot of their work.
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