The main function of a music video is for the audience to identify with the artist in order for the audience to then buy merchandise, concert tickets etc in connection with the artist. The music videos on average are made to be out of the ordinary fitting to the genre, appealing to the target audience. By having the artist on the base track consistently the music video is potentially selling the artist as the sales of actually buying singles/albums has reduced considerably during the 21st century. YouTube has been the main component for allowing underground artists and even well known artists to become seen by the World Wide Web. So despite the low figures in the selling of records, artists and record labels have overcome that obstacle through the use of music videos. Artists are now able to show a part of their performance skills through their music video giving a taste of what they may be like at a concert.
For example, a very iconic video is Eminems song 'The real Slim Shady'. This allows the audience to be humoured but to also portray the artist as a very fun and bubbly character potentially making the audience want to buy concert tickets/merchandise as they are considered as a great character. Also the repitition of Eminems character allows the audience to feel more connected to him and also more excited about seeing eminems next character in the video.
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