Star Theory & Construction of Image.

Dyer's Star Theory proposes that:

A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (eg advertising, magazines etc as well as films [music])

Source.

 I believe that this is particularly true in Music and Music Video, as you are not just creating a Video, you have to contruct an artist's brand (a good example of this is Lady Gaga, as her image is obviously constructed to put across her creative ephos to the consumers, but it is constructed constantly, you never see her out of one of her over-the-top creative outfits. In her case, if she became her creative alter ego on stage, then spent the rest of her time dressed casually, the media would pick up on this, and she would appear fake.) In the Indie genre, artists typically look casual and unaffected by current fashion trends, however, it could be questionned that by dressing in a non constructed way, artists of this genre are just as much creating a constructed look. This could also be applied to the image of some of the videos in this genre, as often they have a 'low budget look' when actually a huge amount of money has been spent on the video to make it look cheap.