It is clear that the main function of a music video is to PROMOTE the song/artist, but what does that include exactly:
Produces more awareness or even hype about the song. For example the YouTube sensation Gangnam Style by PSY was a music video that beat the Bieb in terms of views (Sadly not much of a better song however)Reach a wider audience and create more of a fan base for the artist. Music videos are a powerful tool in building up an artist's exposure, as people may come across the video whilst trawling YouTube in the early hours of the morning (definitely not something I divulge in doing) and like what they see.
Offers an insight into the artist's life. Whether it be a genuine insight or a indeed more a glorified version of their life (with more scantily clad women, suspiciously empty beaches and more slow motion walking than you can shake a stick at), music videos attempt to show the audience how the artist lives their life.
Make more Wonga! Yes that's right, the shocking revelation that music videos are made to keep filling up the bank's of the artists!
Opportunity to show off the artist's versatile skill set. Music videos are a way to not only show that they can sing (or indeed utilise auto-tune) but also that they can act, dance and look pretty all at the same time. If that's not talent I don't know what is!
Takes the artist to another level of stardom! The music video for a song can expand the artist's media platform, making it easier for people to come across their material and become a fan, or alternatively find a way to hate on them and create some form of social network page as a way to vent their irrational hatred.
Engages the audience with the artist. The video allows the artist to create a connection with their fans on a more personal level, making their music videos in a way that appeals to the fans the most. So boys, get your kit off, the Directioners are waiting.
Sorry Jessie, it seems it is all about the money, money money
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