- Tend to help establish a general mood/feeling/sense of subject matter, rather than coherant meaning.
- Key lines may play a part in the associated visuals but very rarely will a music video simply wholly illustrate the lyrics.
Music: 
- Make use of the tempo of the track to drive editing
- Emphasise particular sounds from the track by foregrounding instruments-e.g guitar/keyboard
Genre:
- Some music videos do transcend genre while others can be categorised
- Some music channels focus on a particular genre
Camera Work:
- How the camera is used and sequenced and the significant impact it has on meaning
- Camera movement' angles, shot distance..
- Camera movements may accompany the movement of performers
- Close ups create intimacy with audience-close ups purpose to sell the star and dominates the video
Editing:
- Most common is a fast cut montage
- Meaning is ambiguous at first viewing images could be unclear to encourage multiple viewings
- Use some images, but add digital effects to offer audience different satisfaction-e.g. split screens.
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