Links between Lyrics and Visuals:This could refer to a wide range of aspects such as; the visual themes, mise-en- scene, narration, characters, locations, etc.
Links between Music and Visuals (Complimentary, contradicting or amplification)This is mainly connected to how a music video is edited (fast-cut, slow, etc).
Genre characteristics This refers to the genre and whether the visuals stereotypically suit the music.Also, there could be common themes seen in music video throughout a specific genre.
Intertextual referenceA reference to a different media sector/ form (e.g. film)
Notions of Looking (objectification of women) Over the past decade, this has become increasingly common in music videos;stereotypically attached to the RnB/Pop genre. Although all genres, have been known to use this effective tool. Linked to the male gaze theory and on going political debates of males dominance in society.
Voyeurism (direct gaze, other people looking at artist, insight into artists life, screens and mirrors)A direct access or gaze for the audience into the artist(s) life. Subsequently, the audience can relate/connect themselves with the artist(s). Often this will be connected to performance based music videos as they are frequent head shots of the artist looking into the camera.
Demands of the Record Label (representation of the artist)The representation of the artist is crucial for the record label. Often motifs are used to promote one specific image for band which will consequently make them more recognisable and thus more successful.
Performance based, Narrative or Concept based music videos Commonly, music videos incorporate aspects of each of these categories or just primarily focus on one. One could possibly include hybrid music videos.