Function 1: Introducing new artist
A music video is shown on a global scale so one of it's main purposes would be for promotional reasons. This particularly comes in handy when the artist is new on the scene or has a new album or an image they want to showcase. Here is an example from British artist Jessie J's video for her first single 'Do it Like a Dude' back in 2010.
This video gave us an introduction to Jessie J and who she was as an artist. Close ups were used to show off her eccentric clothing/make-up, the choreography made her accessible to a male audience and gave her an urban/British street-style personality and her infamous- what she described as '"Mystic Meg" hairstyle was showcased for the first time, she sported the hairstyle until her next album and this was something people associated her with.
Function 2/3:Re-branding artist and New album release
A music video is shown on a global scale so one of it's main purposes would be for promotional reasons. This particularly comes in handy when the artist is new on the scene or has a new album or an image they want to showcase. Here is an example from British artist Jessie J's video for her first single 'Do it Like a Dude' back in 2010.
This video gave us an introduction to Jessie J and who she was as an artist. Close ups were used to show off her eccentric clothing/make-up, the choreography made her accessible to a male audience and gave her an urban/British street-style personality and her infamous- what she described as '"Mystic Meg" hairstyle was showcased for the first time, she sported the hairstyle until her next album and this was something people associated her with.
Function 2/3:Re-branding artist and New album release
'WILD' not only debited the first single of Jessie's new album (entitled by the same name) but also the new look that came along with it, which gave it two promotional purposes. As the camera tracks Jessie walking through a studio set we are immediately introduced to Jessie's new hair. Having no audio, tracking from behind so this is the first thing we see adds shock value for the audience and makes the shaven head a statement, this signify's that this will be the new look driving the artist, album and single.
Function 4: Importance of narrative
For some artists a music video is a necessity to make the message they are trying to get across more effective. For example rap duo Macklemore&Ryan Lewis's video for their single 'Same Love' gained critical acclaim for it's support of gay marriage/couples, winning them an MTV Video Music Award. Without the video the song may not be known on such a wide scale and caused the debate for gay rights to be re-opened and re-valued.
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