Music videos in today's society are said to be just as important as the song itself. The main function of a music video is to promote the artist, the video enables them to create their own USP (Unique selling point) in which appeals to viewers and gives fans a greater sense of who the artist is. In addition music videos may be used as a means of communication between the artist and their fans in which the artist appeals to the consumers needs and creates a bond. Fans are more likely willing to listen to the original song if a video is attached with it. Therefore the artist uses the video as a means of maintaining their audience. The music industry is in a critical state due to the downfall in album/single sales within the past 15 years due to the increase in modern technology. This allows us consumers to view and download our music for free, therefore the music industry are not making profit at all. Music videos also allows the artist to portray a deeper meaning to their song, that a viewer may not have thought of already. It allows the audience to understand the song and understand the deeper meaning behind the song itself.
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