Firstly the most important function is to create recognition for the artist, by creating a video and by including the artist they are physically being seen, which can not be done through audio. This is the reason most artist include themselves in their music video's especially when they are a new upcoming artist, recognition is vital. For example a new Artist Alexis Jordan first music video included herself as the main character whilst she lip sang all the lyrics, this focused the attention on her and allowed people to identify with her as the artist:
Although recognition is one function another is to promote the song, by making a music video not only is the song being distributed by air it is being distributed through television and websites such as Youtube/Vimeo ect, having a music video widens the distribution platform and more people will have access to the song, hence the amount of plays are heighten. The song will not only be selectively chosen by radio stations but will have links on the internet, and people will be able to access it any time and share with friends or other members of the public. For example when you Link a music video on Facebook this allows people who may have never of heard of the artist to come across them, therefore their audience are widened:
Creating a music video allows the artist to express themselves visually, therefore the artist personality will be will be portrayed through the style of mis en scene, music videos differ from the standard tv show as they're made to express the individuals style and genre of music, some of the conventions of a music videos- jump cuts, titillate, dance, lip singing, fast edits which match beats, non-narrative, literal and also use of extravagant mis en scene concerning costume/ lighting/ scenes, they typical last up to 3mins also, therefore the function is to stand out from the rest, create an individuality and entertain the audience within the minimum time. Whilst discussing music videos in our class we were asked the question 'How many of you have searched a music video to watch purely for the footage, or carried on watching the music video not because you like the song but because of the video?' The majority of the class baring 2/3 put there hands up, hence this showed the importance of a video and how much of an impact it may have, a great example of this is Lady Gaga, her music usually cause controversy and people who are not fans continue to watch her for the uniqueness she show's in her videos. Lady Gaga uses her videos to create her image and express her uniqueness:
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