The purpose of music video

Introduction

Music  videos  emerged in 1970 when record companies  realized that they could us promos which  the first music videos to replace live performance in tv . For example  american woman the Guess Who :American woman in 1970 . 

This is a trend which  which followed . The first recognizable  music video is Queens  Bohemian rhapsody . Which accredited as the beginning of music videos as we know them today .

Music videos were only shown on Tv channel such as MTV opened  1981 this was only way to distribute the medium until 2005 with the launch of YouTube. However what is their purpose?

To put it simply the purpose of music video is the promotion of the artist and their song as well as directors.
 As we know music videos are now one of the main ways artist promote themselves be they big names like Eminem or Rhianna independent bands.This is mainly because with the advance in social networking and streaming websites such as Facebook and YouTube  artists are now more exposed think of Psy a K-Pop artist who's song and music video For GangGam style(15th july2012) Style which gained 1 billion views in one year.

However this doesn't only work for artists think about music video directors such as Mark Romanek who produced music videos since 1986 when he directed the music video for The  The song "Sweet Bird of Truth" he also directed the video for Micheal Jackson scream which was for best direction. This lead to prestige for the director for his creative flare and can lead to future jobs.

This online distribution phenomenon allowed independent artists such as EarlSweatshirt  t to who became know known through Myspace as social network. But this isn't alwas the case as these
mediums are saturate  and therefore it becomes harder and harder for new artists to be found

This causes  another problem as the audience is used to the mainstream music videos and to see costly effects , props , sets and location changes however this is something that independent bands and artists can not afford . Which allows to create new trends or make the video look authentic and original . Which can attract fans

While it is that this exposure is used as promotion big labels Such as Inter-scope uses synergistic advertising the best example of this  is Eminem 8 mile film With the music video for Lose Yourself this causes fans of the film to become of the artist and therefore buy the record and grow his and record labels income.




However with the growth of video output on streaming sites . Producers will more likely stick with already established mainstream bands or artist. As this reduces the risk of losing money . As this video saturation cause in viewer-ship levels .and as music videos are distributed both  online on on tv channels such as 4music it makes it harder to transfer this into money therefore tan estimate will be made on record sales.

In conclusions  music videos  are popular because they allow the audience to connect with the artist and gain a greater level of immersion in the song and lyrics .They are famous with record labels because it grows the sales and it allows the new talent through independent videos which allows them grow larger both in size and income and sustain a large number of artists. 

Refrences
http://en.wikipedia.org/wiki/Mark_Romanek#Music_videos_2
http://en.wikipedia.org/wiki/Earl_Sweatshirt