A music video is a short film or video which is created to accompany a piece of music. Music videos are primarily used to market and promote the sale of any music recordings, however some bands may choose to create one for purely artistic purpose.
◦ Why do we need music videos?
- Nowadays, Music Videos are used for promotional purposes. A music video not only gives the listeners a visual representation to the audio but also lets them see the artist/band in the video. A music video helps with the promotion of a song and helps give the artist/band recognition of their production. A music video will also help the artist/band make money.
- A music video is a great marketing device for artists/bands to get their music publicity due to the fact a music video will increase the exposure as when a video accompanies a song, the exposure of the single will automatically double, as the song can only be played on the radio and audio-only Internet services, an accompanying video means the song will also be played on sites such as YouTube and Vimeo, as well as music television.
◦ To Promote;
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The music video is a visual that allows the artist to express themselves and or to illustrate a story of the song, to an audience, so the artist and the song can be remembered. In the Lady Gaga's video ' I Was Born This Way' a number of techniques are used to promote the artist. For example right at the beginning of her video before the song starts, it's like a story, the narrative engages the audience. The controversial images shown in the video plays a big part in promoting the artist, as lots of fans and critics will comment causing them to remember her and her song. As the controversy will also gain her more recognition for her song and herself due to people talking about