1. Promotion- music videos act as promotional tools for the artist and the label that they are signed to
2. It allows the band to be seen as well as heard by their target audience
3. Artists become recongisable through their videos- star stauts/ star image
4. It allows an artist or band to create a personal image about themselves within each video, portaying their personality/ character which they have created or are in real life
5. Fun- it gives each artist their own personal experience of creating a music video and allows them to have fun, get away from the studio
6. It offers the artist another to express their lyrics and the feeling/emotions are are behind them.
7. The video can include a visual narrative or visual metaphors that enhance the meaning of the song and allow it to be more appealing to their target audience.
8. Possible promotion for other artists that are signed to the label if they appear in the music video
9. Audiences can indentify with the characters portrayed in the music video (especially during narrative elements)
10. Music videos are highly stylised representations of the band or artist- they look they have, styling, make-up, all of which are carefully considered and managed.
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