The function of a music video

The function of a music video is to promote the artist. The single (song) of the music video needs a video so that its’ promoted. The role of the music video is to build a connection with the viewer and the artist. This relationship in theory is meant to lead to the viewer having an interest in the artist and maybe even purchasing the album.

It has become a mainstream theme that singles are released from an artist’s album in audio form first. When its first released only fans of the artists will hear the music because they search for the audio. However, following the audio released, a music video will be released as the final part of marketing for that song. The music video is highly essential as it engages with both existing fans of the artist and also allows other viewers to get to know the artist. Therefore, the music video can help expand an atists fan base.

For example, new artist Hip Hop artist J. Cole used a music video to promote himself and broaden his fan base. ‘Who Dat’ a single from his debut album was released on the Internet in audio form. However as he was a new artist he used a music video to promote himself. The video was premiered on BET’s 106 & Park, a popular music channel for Hip Hop fans. Therefore it broadened his fan base.

Additionally Justin Bieber used YouTube to promote himself when an unsigned artist through music video.