Style of the Music Video - Gaga & Adele

Lady Gaga is a very unique music artist. Lady Gaga's music videos are very surreal. They have  high production values and cost a lot of money to make. When watching her videos the viewer enters a world of gloss, sexuality elaborate dance routines. Her brand is such that the videos often have a 'dark' side. Lady Gaga often appears in various revealing costumes that would never exist in the 'real' world.

Her target audience isn't specific, in fact her audience is quite balanced due to her personality as well as her appearance. She still attracts men through the male gaze however looking through her music video her fans are mainly attracted to her music videos theme. There is a consistent pattern within her music videos which reflect dark and twisted emotions. I would say her music videos are very emotional and so sh attracts and connects with people who understand the same emotions shown within her music videos.

Lady Gaga - Applause

Similarly Adele is also a unique music artist. However, Adele's unique selling point is that she is ordinary. She appeals to the average girl who can identify with being unlucky in love and overweight.
In order to highlight her unique 'ordinary' appeal, her music videos take place in ordinary situations. There are no elaborate costumes of dance routines.
Adele's other unique selling point is her voice. The videos do not distract the viewer from this and there are lots of close ups of her singing.

Interestingly, Adele's  music is more on emotions to do with love whereas I would say Lady Gaga's emotions are more focused around the pain that comes after love. 

Adele - Someone Like You