The Purpose of Music Video

allycleonice
Oct 1, 2015
2 min read

Music videos have several interpretations as to what their main purpose is. Some people say it is a medium used to create a visual representation of the lyrics itself. Others say that it is used to allow the given artist(s) to explore their creativity and personal take on the given song.

Like Sia's-Chandelier:

However, if we remove the sentimental and artistic aspects to focus of the business side of its purpose we see a more defined aim of the outcome of publicly posting the music video. What is a music video firstly? "A music video or song video is a short film integrating a song and imagery, produce for promotional or artistic purposes." What are modern music videos used for? "Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings." If we look at the main aspects as to what it's purpose is, we will find that: • It is used to sell the song ( often to evoke a reaction).

Like Hayley Kiyoko's Girls like Girls

• It gives the listener a better understanding of the song (narrative).

Like Shinee's View

•To entertain the artist(s)'s given fanbase.

Like Beyonce's 7/11

•Promoting/marketing the artist(s)'s to increase their fanbase. •To increase record sales. Essentially, these all contribute to the profit made for the record company in order to keep the given artist and their profile. For instance, by posting the short form medium to evoke a reaction(either to connect to their audience or to arise controversy), the more their fanbase increases, the more views they get on YouTube will also increase, which will add to record sales and merchandise sales of the given artist. Also, the amount of views can contribute to a form of payment through Google Ads: Adsense, which allows YouTube to put ads on your YouTube videos, so everyone who clicks on the ads or has viewed the ads contributes to the money made. Although, it is a visual illustration of the lyrics of the song and allows individual expression of the artist, it is a form of entertainment used to make a profit.