There are some common themes between these music videos, particularly the focus of the main artists in each of them. There is generally a link between the music and visuals, and also the lyrics and visuals. In this genre there is a lot of voyeurism as the artists are seeking somebody and it relates to searching for them; this also creates a link between the lyrics and the visuals which is another element of Goodwin's conventions of music videos. The videos also look quite expensive which shows a contrast from British R&B videos which tend to have a low production value.
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