Laura Mulvey's Theory

Laura Mulvey argues that in music video's especially, there is sexual imbalance of which the pleasure in looking is split between passive/male and active/female. She believes that males project their fantasy female figure, however they may be, and is influenced in their videos. For example, it's likely to see women in music videos to be represented as a sexual object/icon,  as Mulvey also highlights that women are dismembered in all forms of media. This means the female body is not viewed as a whole, but only in parts such as her legs, bum or boobs. 

A few videos Mulvey's theory applies to are Dizzee Rascal - Holiday and Young Money - Every Girl

From a males perspective, these video shows their ideal women, as well as women being sexual figures. Shown are plenty over the shoulder shots of men looking at the women as well as slow motion edits of females body parts throughout. 

However, from a females perspective these music videos could seem quite intimidating. As these videos are under the hip-hop/rap or dance/pop genres, and the artists target audiences are within ages; 15-24 (Dizzee Rascal) and 16-26 (Young Money), younger girls may question whether this is what they are meant to look like to appear to males. From an older females perspective, these videos may seem rather degrading to women as they are sexualised in these videos and not seen to any equality to the male artists. 
Women are encouraged to view both videos from a male perspective.