There are 6 conventions of his theory:
1. There needs to be a relationship between the lyrics and the visuals which illustrate, amplify or contradict the lyrics. (A link). For example in Jessie J's music video for 'Price Tag' she is standing in front of money tree while singing about money.
2. Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music). e.g. choruses, verses, emphasised beats
3. Genre (type of music)-related style and iconography (props) must be present
4. Multiple close-ups (prevalence) of the main artist or vocalist: the creation of a star image to promote a recognisable brand image
5. Voyeurism often plays a major part, especially in relation to females (vouyeristic angles of women)
6. Intertextual references to other media texts may be present, especially in humorous videos. (using things from other texts). For example, 'When i see you again' by Wiz Kalifa makes refrences to Fast and Furious 7 and in Micheal Buble's music video for 'Hollywood' he makes a reference to Justin Bieber
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