A successful music video must follow certain codes and conventions to appeal to its target audience. The main purposes of a music video are to promote an artist's music and gain recognition. There are three main video styles - performance, where the artist sings the song; narrative, which follows a story related to the lyrics; and illustration, which can combine performance and narrative. Technical and symbolic media texts, costumes, editing, voyeurism, sound, cinematography, and mise en scene are all important elements considered when making a music video.