Music video's can be used to promote the artist or director. They promote themselves by having a recognizable image or set of words like in Nights by Avicii you can see their is two triangles this was the image to promote his True Tour it is also visible in his song Wake Me Up. Music videos also promote artists by intising people to download the video as it may involve something memorable that they may want to show family and friends. Directors can also benefit as some directors have directed music videos before having their shot at Hollywood films a director who shows this is Joseph McGinty Nichol also known as 'McG' has directed films like Terminator Salvation and Charlie's Angels directed Music Video's in the 90's such as Sugar Ray's 'Fly' and Smash Mouth's 'All star'.
Producers use different strategies to try and promote the song someone will release a lyric video and a actual music video. Some even pay to get the video advertised on other videos on video sharing websites like YouTube.They also can pay to feature on Music Video stations such as MTV. These are just some of the strategies used by Major labels to promote their artists songs. Where as Independent Artists have to promote their on YouTube as well but have to just rely on their viewers to spread the word about their song and video. People who have benefited from uploading songs to YouTube is Conor Maynard who started by doing covers of songs on YouTube until he got picked up by Parlophone in late 2011 after artist Ne-Yo watched a cover of one of his own songs 'Beautiful Monster'. Some Music video's are used to create something for the viewer to look at like Gotye - 'Somebody That I Used To Know' it had nothing to do with the song but made something that attracted the viewers eye's
Another reason why music videos are made, is because the artist technically get paid royalties for every view they get. The reason they technically get paid is because it would be very hard to track the amount of full views the music video gets and how many people watch it and don't replay it so. So they estimate the amount of views they get so they can pay the royalties all in one go instead of per view. So the artists can also make money from music videos and that is one of the reasons they can make them.
Artists also make music video's so they can get their music out there and as they upload them to sites like YouTube. From their the viewer can share it onto Facebook, Twitter, Google+, etc. This is particularly useful when the artist is trying to appeal to teenagers as they are the ones who mainly use YouTube to watch music videos and they also check Facebook and Twitter regularly.
Synergy is where a music label link up with a production company that make things so that they can sell more merchandise famous examples of this are One Direction who have sold figures and clothing items.
So in conclusion Music Videos are used to attract and sell the artists music. As sites such as YouTube now promote the artist and all the music they do by having it on their channels. They can also pay for adverts on other videos to promote theirs.
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