Functions of Music Videos - Marketing, Advertising, Making Money

Music videos act as a promotion so that an artist can be promoted without actually having to be present. For example, music videos are used as TV promotions on channels such as MTV, 4Music & Viva etc. Music videos can also be used in single and album advertisements, in order to boost and maximise both physical and download sales, in order to maximise profits.

Music videos promote an artist by showing different sides to them and helping them appeal to new fans as well as already existing fans. The presence of an artist in the music video also helps to create familiarity yet at the same time, expanding the media platform that the artist performs on. For example, music videos can allow the audience to see skills, such as acting, that they may have not seen before. For example, AlunaGeorge's Attracting Flies video shows the band acting, something which their fans would not usually see them doing thus advertising the artist to their audience.

Fundamentally though, music videos act as money makers for the artists and their labels as they encourage the purchase of their music and gig tickets as well as the music video itself.