The purpose of music videos

Promote New Music Release - The Internet can raise awareness of unknown artists which can then make unknown artists  like Rebecca Black into stars. 'Friday', was Rebecca Black first song and  no one knew who she was until this song got put onto the Internet and went viral as it was catchy. This then promotes the song as it is catchy and as the song is called Friday and she is speaking out going out on the weekend which is what she is doing in the music video with her friends the song and video make sense. The positive impacts on the artist is that there music video can become viral in a matter of days over YouTube and through social networking sites, however if the song or music video is not good then it will not be viral and the unknown artist would not have been known. The positive impact for the record label is that they do not have to pay him/her that much as he/she is an unsigned artist however if the song and music video did not pull off then they would make a loss. The positive impact to the audience is that there is a new artist that they can see and get a visual representation of from how they act in the music video however if the song or music video is bad then it will hardly get listened to or watched.


Visual Representation Of Artist - This communicates energy and style of the artist meaning that the audience can visually see what the artist is like from how they act in the video and also how they sing the song for example weather they are sad, happy or kind, an artist that is mostly sad is Sam Smith, as his songs and music video's are quite sad, soft and nice e.g Sam Smith 'I'm Not The Only One', for example at the time code of 0:44 you see that the wife looks upset after she has waved goodbye to her husband. This then allows the audience to relate to the artist in there songs and how they act in the music videos if they have had past experiences. The positive impact on the artist is if the song or video is quite emotional it portrays that the artist is a very emotional person and this can get more of the target audience to watch the music video to see if the music video is as emotional as the artist singing it, however if the artists singing is emotional  and the video is out of the ordinary then the audience will not necessarily be able to relate to the artist. The positive impact on the record label is that they can give the artist a image to create so that it will appeal to the target audience, however if the record label creates a bad image that the target audience do not like then the audience will hardly watch the video's or songs. The positive impact on the audience is that they can relate to an artist if they are good and the music video's are good, however if the music video or song is not good then the audience will not relate to the artist.

To Extend Play Ability And Provide Additional Income - This is when a new music video/song has just come out and it is being played everywhere frequently, for example playing music video's on music channels after release, this is when a music video and song has come out and it is popular the music channels constantly repeat the video for a certain amount of time e.g Ariana Grande 'The Way'. This is a positive impact for the artist as there music video and song will become more viral quicker as if people like the music video and song they will then search for it on YouTube and possibly share it on Facebook, however if the music video and song is not good then the song and music video could not get looked at from as many people as as the artist hoped. This is also a positive impact on the record label as if the music video is good and the song is also good that then means that every time the music channel plays this music video the record label then gets paid, however if the music video and song are not good this then means that there will not be as many views on the music video and the music channels will hardly play the music video. This is a positive impact on the audience as they can watch the music video and listen to the songs on demand if the song is good however if the music video and song is bad then the target audience would not watch or listen to it.


To Create Synergy With Other Media Sectors -  This is when two types of media join together for example music and movies working together, an example of this is Pharrell Williams 'Happy' which is in the movie 'Despicable Me 2', this is good for the artist as they can then get acknowledge by a different audience which would then wider there audience rang, for example at the time code 0:04 you see the minions on a white background whilst the song lyrics are popping up which would then mean that more people than just there target audience would find out about the artist and there music video's. This is also good for the record label as they can make more money from the artist being on the sound track of a big film for example Alicia Keys & Jack White 'Another Way To Die' which was the theme song for James Bond film 'Quantum of Solace' this is a big film and the producers of the film would have had to have paid a lot to use the artists song. This is good for the audience as they can find out about an artist from a film as they could be in the trailer for the film which then means that the audience would search for the artists other songs and watch the videos.


Art -  'All Is Full Of Love' Bjork this is an example of a video that is made for art, this music video is all about two robots being made then they kiss at the time code 1:33 Video's that are for art are music video's that have unique video's not just of the artist singing or rapping to the music. This is a positive impact on the artist as they can be acknowledge by the target audience and general public, known as the artist with the artistic and weird music video's which could then get the artist a wider target audience watching there music video's. This also has a positive impact on the record label as if the target audience and the general public like the music video and the music channels play there music video then the record label will be paid from the music channels. This is a positive impact on the song as the song will then become more viral from the music video and more people will have heard about the song because of the music video. This is a positive impact for the audience as they can see what new music video's the artist has come up with and how artistic it will be they can also show there friends the music video which could then lead to word of mouth promotion for the music video.