Music videos integrate a song with imagery for promotional and artistic purposes. The idea behind a music video is to sell the artist's image through synergy. Chris Blackwell, founder of Island Records, remarked, "I don't think there are any record companies now in the real sense of the word. We are in the fashion business. You used to be able to see records purely on music and musicianship. Now it is packaging, media, television, and video."
It is important to remember that music videos represent the artist's image first, then the song. This arrangement is because the first experience for the watcher is with their sight. The genre of music can influence the type of cuts or shots used, but the artist's aesthetics play a more significant role in shaping the video.
Artist aesthetics will determine the fashion choices of the artist. The fashion choice signals the artist's identity, way of thinking, and status. These signals give context to the song and setting of the video.
Furthermore, the artist's aesthetics will help determine the video's setting and imagery. The characteristics of the artist's song and fashion choices give form to the when, where, what, and why of the environment and imagery. The environment and imagery allow the artist to engage in world-building.
There is not only a need to build the world but to shape the narrative about the world, creating a story. Shaping the narrative is achieved through the song, fashion, and environment synergy. The artist must build and shape the world for the watcher to keep them engaged and inspired. When the artist can do this, they will have accomplished the artistic purpose and effectively "sold" their image.