There are sevral functions to a music video, to enthasia the songs meaning/ emotion, to advertise the song, to advertise products but mostly to promote the artist. Using it to sell whole albums, concert tickets and products not just the one song.
as the majority of people now listening to music do so through site such as youtube. Artists know this is a great opportunity to promote them selfs, with people watching learning about the artist rather then just hearing a song. Many use this to full advantage creating anticipation for there next video, using online premiers, countdowns, trilers and creating a video thats more like a short film!
Lady gaga is a great example of this with millions talking about her videos. Telephone in fact, has 121,875,850 view up to now!
Michael Jackson was probably the first artist to have a music video in the style of a shot film, with Thriller being nearly 14 minutes long and containing lots of dialog. MJ released this video when music channels where starting to get big. Similar to how modern artist see the opportunity of the internet, Michael would have seen in music channels knowing he could capture the attentions of a hugh amount of people!
Music video are such an important part to the music industry now! If an artist gets it right or creats enough buzz around it, they will get loads of people talking and as the modern day word of mouth is on the internet they could be getting millions of free advertisement with people posting it up on social networking site and so on. this has also been really positive for small unsigned artist. As anyone is able to upload their videos! Like in K.I.G case a small group that uploaded there own made video, that ended up going viral.
Below is the original video K.I.G filmed:
With over 2,700,000 views, radio plays, and starting a dance crase, they got a recored deal, and was able to re-film the video they got the so noticed.
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