To sell the song

The purpose of a music video is to promote and sell the song for the artist creating an audience that watch their music videos. They do this by creating an character for the artist that the audience will gives interest to and will become a role model to them. Every song has its own music video to go with it this gives the most views of the video promoting the artist further. One way which the artist can sell the song through the music video is monetize, this is where the record sell the artist song through distributions such as streaming sites like sound cloud and Spotify. The music video is basically the advertisement for the song where it will help to gain fans for the artist and exposure. 

Promotional for the artist

The promotion for the artist is important for the success of both record label and artist who will gain fame and create an image for the artist to entertain their audience. You can promote the artist through their music videos, also the use of social media as it allows their track to be heard by multiple people around the world getting a wide range for their audience.

The music video can also be shown on more outlets than the film meaning it creates a short film for viewers an example of this would be the track thriller by Michael Jackson has his music video was a narrative type video at the end this is known as an opening scene or background scene. 

To sell the song, invoke a reaction from the audience
Music videos are designed mainly for the purpose of selling the song, they sometimes use new or upcoming artists to promote themselves as it allows to create an image where their career will start through social networks. The image can also generate more money for the artist also for the record label. Some music videos are purposely made to get a reaction from the audience, for instant a music video that comes across very weird and strange then people are likely to be shocked by this which then will cause people to them discuss the subject showing exposure for the artist as the music video gains more views becoming viral.

An example of this type of music video would be Nicki Minaj anaconda which shows the character of the artist being exploitive and confident. The music video includes the Artist twerking and dancing in a sexual manner making her audience attracted to her appearance as well as encouraging them to buy tickets for her concert as they enjoy her performance in the music video and this is what they hope to see live on stage. 

Exposure and Expansion of the Artist 

Exposure is very important for the artist for their music videos it shows the audience the image of the artist and creates a false image for the artist. Image is very important because it gives the audience an image of what the artist is like.

Music videos play a vital part in the exposure of an artist as it promotes their image which is then used to gain revenue and endorsement deals with products, showing that the artist is liked because fans buy their products.

However, for unsigned artists like scribz the numbers are in the fan base conveying a certain lifestyle grabbing the attention from the audience this shows that unsigned artist can gain popularity through social media a creative way to promote and establish the artist in the music industry.

To give the audience a better understanding of the song

Often songs will have meaning, Music Videos are often used to develop this meaning behind the song and use a visualization to create an image for the artist, by doing this you are able to give the audience a visual aspect of the song from a visual perspective and from a different outlet. Through the narrative of the story in the music video will help get the message across to the audience. An example of this would be from the artist Michael Jackson who creates most of his music video to get across a message to his audience such as the music video for 'Man in the Mirror'. Not only does the lyrics give meaning but also the visuals as the audience can see problems going on in the world such as children starving, this creates an impact on the audience as they are being informed by the artist and are more likely to interact with the message that the artist is trying to get across. 

 Product Placement

Product Placement is designed to sell and promote the products of the companies in which they usually embedded into a music video. Product placement is where you see the product everywhere not just in music videos but on TV, billboards, newspapers, magazines etc. It’s known as an advertising technique used by companies to insure the promotion of their own products allowing more awareness of that product. If a music video is predicted to be popular than companies will want to use that video to advertise their product. They do this by asking the producers permission, then asking them to include the product in their video paying them money to do so. The outcome of this will mean that they will earn more money from their product as people will want to buy it knowing that their favourite artist has been seen with it. 

It is especially popular in music videos for record label companies and artists related products such an phone because he was promote the product this also shows that audience what the artists likes and the label will get money for having product placement used. An example of where this has been used in a music video was by the artist Lady Gaga in the music video for her track 'Telephone' we see the company of ray bans has advertised their product in the video as we notice the artist herself wearing it. 

Synergy 

Synergy is where two products or companies combine to make a video using the video as a platform to give them success. For example a music video may be made to increase publicity for a film. One example would be the music video 'you know my name' the official video for the James bond film casino Royale in 2006, starring the artist Chris Cornell.

Promote music festivals

Music videos are often used to promote other music related products. In the last decade Festivals and tours have become more important because the artist can exposure and gain popularity tin the summer by touring around the world which can help them reach a wider audience and with the use of interactive media an example of this would be Reading Festival.

Generates new market for Record Company

Record companies such as Sony music group and Universal music use music videos as an income for the song. They do this by making the video as accessible as possible to viewers uploading the video on as many different outlets as possible such as YouTube the purpose of this is so that they are able to sell the image the artist by making the music video go viral.

Selling an Image

Artist will often sell an image or look to the audience is used to create and sell a false image which convey the ideal lifestyle because it gives the audience and role model. An example of this is would be Rihanna, who has had a massive change of appearance. This illustrated the fact that her image had change dramatically and was seen to the audience as a sex symbol.  As a result of this her sales increased and the song became hugely successful.