The main function of a music video is to predominantly promote the image of the artist through the production of a short film that will accompany the artist’s song. Occasionally, these videos are created for marketing purposes that are purposefully targeted at the increase of recording sales. Music videos date from way back but came into significance in the 80’s due to MTV’s existence, where they were referred to as “filmed insert”, “film clip”, “promotional (promo) film” or “promotional clip”.
Ever since it’s dramatic stamp on the careers of artist’s music videos have undertaken a range of differing styles. Such as animation, non - narrative approaches (abstract film), live action filming and also documentaries (short tour diary – Rihanna ‘cheers’). However, though many styles are often adopted at the same time for example action and animation can be used just like it was in the Pink’s video of ‘feel good’.
This is the latest Rihanna single straight off of her 'Loud' album, the footage used here is promoting the "funness" of her tour as we see her on stage, on the tour bus & some of her fans singing along to her tune. This approach is also adopted by other artists.
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