There are several purposes of a music video. These are to draw attention to the song, advertisement, to illustrate the song, appeal to visual audience, express an individuals emotions, to tell a story, market an image, promote the song, album or band, persuade audience to buy the song, raise audience awareness of a group and product placement. An example of a music video illustrating the song and telling a story is "Stan" by Eminem. "next girl" by The Black Keys in an example of a music video used for advertisement and promoting the bands new album. Sinead O'Connor's tears in her cover of U2's "nothing Compares to you" is an example of expressing individual emotions as a purpose of a music video.
There are many ways of measuring the success of a music video, some are new and have more relevance nowadays however some are older ways and are now less useful however they can still be used.
These are:
word of mouth
the number of hits on YouTube
The amount of media articles and reports
The amount of times the video is shown on television
The amount of publicity
CD sales
Music charts
In the 20th and first few years of the 21st century Music charts, CD sales and the amount of times a video was shown on television would have been the main way of measuring the success of a music video however these are now becoming old and unreliable ways due to the increasing use of the internet to download and stream music videos. More and more people are choosing to download and watch videos online and more and more music TV channels start to play less music videos and more music related reality shows or documentaries. The new main ways of measuring the success of a music video is the number of hits on you tube or the amount of downloads.
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