He identified that there are 7 key characteristics and features of music videos:
- Music videos demonstrate certain genre characteristics
- There is a relationship between lyrics and visuals
- There is a releationship between music and visuals
- The demands of the record label will include the need for lots of close-ups of the artists
- The artists may develop motifs/iconography that recur acrss their work (a visual style)
- There is a frequent reference to the notion of 'looking' and particularly voyeristic treatment of the female body
- There are often intertextual reference - mostly to film, television and popular culture
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