Andrew Goodwin states that there is a relationship between the lyrics and visuals. For example, "Baby can't you see I'm calling." She sings this as she picks up the phone and staring straight into the camera. This simplifies the lyrics.
Another theory is that the music links with the visuals, for example the cuts go with the beat. This makes the music video flow better making it an easy watch for fans and also improves the narrative
Another theory is that the record company demands for lots of close ups of the main artists. This is also a theory of John Stewart where the light is focused on the artist.
John Stewart also states that the mise en scene in a video can be used to emphasise an aspirational lifestyle. For example these two screen shots of the Toxic video above show that the lighting may represent futuristic elements.
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