The Purpose of Music Videos

To Promote a New Music Release

One of the reasons why music videos are produced is to help to promote a new music release as a album or a single for the audience to purchase.
                                           

Shawn Mendes- Stitches is an example of music video that promotes a new music release. This music video is his first release of a "hand written" album. Shawn Mendes has a huge fan based on Vine (social media site). He told his fans that he had released a new album from Vine but he posted it on YouTube and this allowed it to be played on television to get more promotion for his album. What this also allows him to do is gains a bigger fans base through YouTube what this would do is show off his new album to a wide range of audience.

How this impacts the audience is he starts to create a new fan base , which allows him to show what , they could expect through his new album. As the new fans base will know him as an unknown artists, , but have a sense of what he is promoting and where he is from , as Shawn mendes well know Viner from Canada  in the music video at (2:28-2:33) has him getting dragged this could help , show the audience that he has gone e through a lot to make this Album. 

To create a visual representation of the artist.

Another reason why a music video is created is because they artist wants to create a visual representation of themselves, what this does is create values and style to the artists in the music video, which enhances the artists brand.

An example of a music video that creates a visual representation is Photograph by Ed Sheeran, as at (3:56-4:01) Ed Sheeran is shown walking out on stage , to a audience he waves his hand , as this is an archive footage from when he was young what this does is create is a representation as that Ed Sheeran looks at his fans for inspiration. What this does to the artist is to create more music video that shows himself of how he is and what he does.

Also at this moment (0:41-0:48) Ed Sheeran is seen to not be as rich like others , as you can see by the clothes he is wearing and also the location he is at in the kitchen as it is old style , ,what this show visually is that he is one of us that not everyone is rich ,and is not afraid to show what he used to look like when he was younger. He is representing himself as a normal human self he does not show his money and success he is humble.

To extend the play ability of and provide an additional income for the song.

A way why a music video is made is to extend play ability  and add extra income from the song , , how they produce more money is through ads.What this music video allows to do is to create a DVD collection upon Release .

An example of this is "Blank space by Taylor Swift", this music video has over 1 billion views , some of the reasons why this particular music video was successful was because of the song she released before which was "Shake it off" which hit 1 billion views as this able her to make her another music video to increases viewership. How this impact the artist positively is that Taylor Swifts brand/image increases as more and more of the audience start to discover Taylor Swift music videos , what this does to the audience is create a understanding of the artist.

The extended playabilily of, Taylor swifts music video which included a story line in the music video , at (3:27-3:28 ) you see Taylor swift Smashing a car because she is showing her anger , but at (1:31-1:32 ) you see Taylor swift kiss the owner of the car in the video this is to create a juxtaposition, which does is  effect the view of Taylor swift, and does create an understanding of Taylor swift feeling. This can relate to an audience that has gone through a break up ,which help Taylor swift to bring the audience closer.

To create synergy 

Why a music video is created is for business tie-ins , with other media , for example a film , TV and other music artist , what this does is allow the artist to enter new media industry.

An example of a music video that has a business tie in , is "see you again- by Wiz Khalifa .featuring Charlie puth", aspects why  this music video was produced to create synergy , was that there was a new film released of "Fast and Furious 7" which this song was made for . How you know that this was a part a film is at (0:36-0:38) there was a video clip from the film , there are multiple shots from the film in the music video, it allows them to create awareness of the audience of both institution , which allows them to create increase profit , from both , the music video and the movie
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How this effects the artist is they gain a new audience from the audience from the "Fast and Furious 7" franchise , what this does is help increase the sales of the single. As the audience that have watched the Film , they also would want to go and watch the music video , same as the other way round , as if you watch the music video you may want to go watched the Film in the cinema.

To be art in there own right.

One of the other reasons why artists produce music videos, is to create art in their own right. What this does is have a memorable image to the music video, that creates an anonymous representation of the artist.

An example of a music video , that shows art in there own right is "Runnin - By Naughty Boy featuring Beyonce". It is an unusual type of music video, which keeps the audience engaged. They want to continue watching because there is something so unique happening in the music video (runnin). 

How this impacts the song is that its seen as mysterious, because of the unusual scene in the video for example (0:30) when there are running through water. What also make the song different to other is that the artist is not within the music video, what this does to the audience create sense that the Naughty boy, is creative with his content.What this also does it watch the music video to the end to see is there is a plot twist at the end,as there is a creative side to this music video 

How this effects the artist positively is Naughty Boy, is allowed him self to shows his artistic side through his music video, as the starts to have a representation as a deep artist. But it allows the audience to create different views on the music video(runnin) .What this leads on to do is create a unique brand/image for Naughty Boy, as the audience view Naughty boy through the type of music video he produces.