It is very important to make sure that, if the artist is seen singing, it actually looks like they are singing. If the artist seems to be singing out of time with the music then it can ruin the illusion for the audience.
When lip syncing, it is often very helpful for the artist to actually sing the song, rather than just mime it. This is because they will be breathing at the correct times, making it look like they are actually singing. If the artist simply mimes the words, they will be breathing in and out at times where they shouldn't, if they were actually singing, which is easily detectable by the audience.
Example of bad lip syncing (skip to 00:38):
If the music video features someone playing an instrument, it is important that the actor knows how to play the song correctly. Otherwise it is immediately obvious that they are not playing the instrument. Also, if they are playing it correctly, it is important that the video is synced with the music, as otherwise the audience would be distracted.
Example of bad instrument syncing:
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