Star image is a very important part of music videos. Artists want to be and look unique in order to stay current and for audiences to recognise and remember them. This star image develops overtime and is a main factor when it comes to the production process of music videos. In their music videos artist will include many close ups of themselves and also may develop motifs which recur across their work; a visual style that reflects their Star image/persona. 
Here is an example of how Katy Perry's persona is known for her unique clothing, being an over the top girly girl with a hint of a naughty side:
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