In music videos much like film the male/female gaze is used to attract the audience. As music video is all about visual not just sound they are increasingly important and people may just watch the video if there is a male/female in it they are attracted to, for example Christina Aguilera in the'Dirrty' video http://www.youtube.com/watch?v=_b0okuftqng would be a prime example of this because of her outfit choices and dance sequence, there are more female related videos that suggest this by many artists (S&M by Rihanna http://www.youtube.com/verify_age?next_url=http%3A//www.youtube.com/watch%3Fv%3DKdS6HFQ_LUc)
Rihannas music video for s&m actually got banned for suggestive imagery and is not shown on music channels,you also have to be 18 to view the video on youtube.
Boy and girl bands are especially known for using the male/female gaze idea to attract the audience of the oppposite sex with bands such as Girls Aloud, The Saturdays, The Wanted and Westlife, using individual shots of each member because audiences generally have preferences.
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