- Showcasing the Artists skills:
The artists within a music video are usually seen broadcasting their variety of talents, such as dancing, playing a musical instrument, clips from their lives performances - this is to introduce them to their new audience showcasing their skills in order to promote themselves and convince the audience into buying tickets for their shows, concerts, gigs.
- The Male Gaze
Laura Mulvey's theory of the male gaze is evident in the majority of music videos featured in this day and age, as females have become more provocative and eccentric and music videos have become more outrageous and daring.
The majority of female artists on the market now, use elements to attract their male audience members attention: this is through dismemberment, makeup, provocative, minimal clothing and sensual, sexual or explicit dancing.
Additionally, many male artists (particularly in the genre RnB and Hip Hip) feature woman dressed in minimal clothing, dancing provocatively to engage males and provide them with viewing pleasure.
- Eye contact with the viewer
This gives a direct performance for the viewers which allows the audience to feel involved.
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