In Visual Pleasure and Narrative Cinema (1975) Laura Mulvey focused on how women are represented from a male (even if the director isn't male) prospective which is often projected as sexual object, simply because "sex sells".This is especially true in music videos where the main purpose is to promote the musician and simple way of doing so is by their physical appearance. Even musicians who aren't really physically attractive are "spruced up" and often given attractive back-up dancers/actors/singers. An example of such is Lil Wayne's Love Me, the video often jump cuts to an attractive women who doesn't drive the narrative/structure of the song but is only portrayed as a sex object:
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