1. The main purpose of a music video is to promote an artist's upcoming album and to keep the artist in the public eye without them having to do live performances.
2. Other purposes of music videos is to evoke a reaction from the audience; This can be seen in Miley Cyrus' music video Wrecking Ball where she is seen singing on a wrecking ball in nothing but boots, this video recently sparked a lot of controversy because of the explicit sexual nature which has escalated Miley's popularity and changed her star iconography from being a Disney child pop star to an edgy grown up musician .
Music video's can also be used to portray an artists personality which LMFAO had done with Party Rock Anthem showing their fun comedic side this can help with sales and promoting themselves because people will find it easier connect to them and also it will be more memorable if they find the video entertaining and make them want to be in the video themselves.
It can also explain the meaning of the song itself this can be seen in Naughty Boy's La La La which tells a folk story from Bolvia that fits well with the lyrics, this helped La La La become popular because people got so interested in the origin and meaning of the video which helped it stick in peoples minds which means people where more inclined to go out and buy the song.
A music video also extends the playability of a song which is one of the things that helped Psy's Gangnam Style become one of the most viewed videos on YouTube reaching over one billion views because the video was just as ridicules and hilarious as the lyrics of the song. Going viral on a site like YouTube an help boost sales a lot because the higher the views are in a certain amount of time will put it on the homepage allowing more people to take notice of it and also YouTube pays artists when they get a large traffic of people watching their videos.
3. Music Videos are extensions of outlets such as YouTube, MTV, Vimeo etc. as they help get the music out to the listeners; If they do not use one of the outlets they will use another.
4. Music video's are used to fill in for bands/artists while they are on tour so that people can watch their videos any time at home if they are not going to see the tour, this is a good way to keep them in the public eye so that they still have hype for their new album/single.
5. Music videos create many outlets to get their music out to their audience such as: Youtube, Vimeo, iTunes, Vevo and Television. This is also a good way for the artist to make more money because sites like iTunes cost money to buy the artist's songs/albums and sites like Youtube pay artists for every video with a high viewing.
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