Purpose of a Music Video

The purpose of a music video is to promote a single, and their album, it also promotes an artist or band. The other reason why a music video is significant to the artist/band that it helps to create an image and effectively change the image of the artist over the time, the reason for this is to help the artist/band adapt their style due to times changing, and the way in which people view music videos. It also allows the viewers to understand the meaning of a song an example could be Black Eyed Peas hit single "Where is the Love?" the video highlighted the issues that were present with the 9/11 attacks people were on edge and this video was about struggle, insecurity and peace. Music videos can also tell a narrative an example could be Ed Sherran's single "A Team" in which it tells a narrative with no actual appearance by the artist, and no singing from the artist. Lighting is important because it sets the mood for the video, Black and white video will trigger the connotation that the music video expects the audience to evoke sympathy for the actor/artist. This is an effective way to entertain their audience.

 A music video would usually only last for 3-4 minutes due to the song being that length, and most of the time the videos are shot in unusual places such as a desert, in which the artist will most definitely lip-sync through the song, this is because it is physically impossible for the recording artist to be heard through the camera. Sometimes an artist will use real life scenery, such as touring and meeting with people such as under privileged children to help promote their image. When they are touring the artist can use their actual live vocals on the music video like in Rihanna's "Cheers(Drink to that)".