What are the purposes of music videos?
A music video is a short film combining a song and imagery, produced to promote an artistic or artistic purposes. Modern music videos are created and used to market a product to increase the sale of singles and albums as well as merchandise which generates further income and promotes the online stores such as iTunes stock music videos. Music videos can also promote other products not related to the video itself, e.g. Miley Cyrus 'We Can't Stop' promotes EOS lip balms
Music can create a visual reaction for the audience causing them to remember the song and have always been used to introduce an artists style to the audience whether they be a new artist or an artist which has re-invented themselves such as Rihanna:
'Good Girl Gone Bad' 2007 & 'Loud' 2014
A music video can also be used to give the audience a better understanding of what the song is about if the lyrics are unclear or just as a visual aid to the lyrics or tone of the song. They also entertain an audience and promote the artists further talents such a dancing and acting. An example of all these points is Rihanna's music video for 'Umbrella' which show cases her talents in interpretive dance and ballet as well as her singing while the facial expressions and props create a visual aid in understanding the songs meaning:
With websites such as 'YouTube' becoming the first way an audience thinks of to listen to music or watch music videos an artist gets a lot of exposure and greatly expands their profile e.g.
Gangnam Style
- Most viewed video on YouTube of all time (over 2 billion views on YouTube)
- Social Networking helped to make it popular on an international scale
- Led to possible collaboration opportunities for Psy e.g. Justin Bieber
- Won best video at the MTV Music Awards
- Caused the share price of the record company to increases by 568.8%
- Music video for 'Gangnam style' below:
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