Creating a 'niche'

It is important for solo artists to create a 'niche' as this is what

separates them from other artists, and gives them a unique selling point.

If artists don't have a niche, then they will just be like everyone else and won't stand out from the crowd.
For example; eminem's niche is his ability to mock other hip-hop artists in his songs.

Lady Gaga's niche in a way is her identity in general, the clothes she wears are always very unique and original. She has got her very own brand identity, separating her from other similar artists.

Goodwin's Theories

Andrew Goodwin came up with principals that he said can be applied to every music video.

There is a relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.- There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.- Genres are complex and diverse in terms of music video style and iconography- Record companies will demand a lot of close-ups of the main artist or vocalist- Voyeurism is present in many music videos, especially in the treatment of females, but also in terms of systems of looking. Some examples are screens within screens, cameras, mirrors, etc.- there are likely to be intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans.
These principals are vital when producing a music video, all of things above need to be addressed.