The purpose of a music video

The music video is a common feature within current society. They have many functions as seen by the following:

- Promote the song

- Promote the artist

- Raise the profile of the artist

- Promote the album

- Entertain the audience

- Generate an emotional response from the audience/ make a connection

- Exemplify/ contradict with the lyrics of a song

- Create a star persona

- Expand the artists media platform

The first four points in the above list are the most important aspects of the music video. When releasing a music video, the record label is trying to generate as much interest in the artist as possible in order to promote sales in both the single and accompanying album. Therefore main function of a music video is to provide the audience with as much enjoyment as possible so that they buy the single. As the videos aim is to essentially sell the artist, a music video is therefore unlike a film despite its linking characteristics.

Music videos always cause controversy as they promote the sexuality of artists; females in particular and the format contains slightly controversial codes and conventions. Music videos allow artists to express their own thoughts which again could lead to some controversy. Music videos are a genre within their own right as audiences feel like they are watching a media product and are aware of it.