Goodwin (Music Video Analyser) and his SIX rules.

FIRST rule --> A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
e.g. in Billy Idol's - 'White Wedding' Music Video, where Billy Idol is singing about a wedding, whilst at the same time attending one. To view the video, watch below:

SECOND rule --> A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
e.g. in Green Day's - 'American Idiot', where the music pace and tone can easily be related to what the band is doing (Side Note: The music is more likely to correlate with the visuals if it is a Spectacle Genre Music Video),
this video by Green Day demonstrates this very clearly:

THIRD rule --> There may be a reference to point of views (or looking - therefore, meaning that the director purposefully made the Music Video watchable).

e.g. in The Ting Ting's - 'Shut Up and Let Me Go' Music Video, where we are expected to look between the characters fingers and thumbs. See for yourself:

 

FOURTH rule --> Multiple close-ups of the main artist or vocalist.

e.g. in Ellie Goulding's - 'Starry Eyed' Music Video, evidently, because of the title and lyrics of the song, viewing Goulding's eyes would have been necessary. Feel free to see for yourself by playing the video below:

FIFTH rule --> Voyeurism (showing skin) often plays a major part, especially in relation to females, 

e.g. in Shakira's - 'She Wolf' Music Video. In one of the scenes, Shakira appears to be near-naked (in the Cage Scene), to see for yourself, play the video below:

SIXTH rule --> Intertextual references to other media texts may be present.

e.g. in Gwen Stefani's - 'What are you waiting for?' Music Video, where she is referring to an 'Alice in Wonderland' theme.  Feel free to play the video below: