Functions of a music video

Functions/ roles of music videos:

• Promotion-
  the publicizing of a product, organization, or venture so as to increase sales or public awareness.
• Creating a persona for the artist- image/ look 
• Raising the artists profile- through the use of promotion.
• Creates a fan base- can be considered as a distinct social grouping.
• Strengthening connection with fans- eg, through social media 
• See different side to the artist- this can be emotional eg, vulnerability. Usually when an artist is trying to change their image.
• Creating an image- similar to persona 
• Representation (artist & culture)- the description or portrayal of someone or something in a particular way.
• Increasing sales; album/ concerts- additional products
• Expanding media platform- eg. social media 
• Engaging an active audience
• Visual representation of the lyrics- image matches lyric message.
• Synergy- the interaction or cooperation of two or more organisations, substances, or other agents to produce a combined effect greater than the sum of their separate effects.
• Entertainment for the audience-
• Confirms the genre- reinforces the video message
• More money overall- so the artist gets more profit