This document provides analysis of three music videos: 1) Future's "Mask Off" video uses dark settings, smoke, sunglasses, and masked men to create a sinister atmosphere emphasizing violence and issues in society. Close ups of Future singing show his wealth. 2) Sam Smith's "Stay With Me" video has a calm, peaceful tone through cinematic shots and a cold color tint. Medium close ups show Sam's emotions and identity as non-binary. Diversity of performers emphasizes equality. 3) Major Lazer's "Run Up" video shows people having fun, reinforcing the upbeat, energetic theme. Sexual activity and hippy outfits appeal to younger audiences and suit the artists'