Music videos play a huge part in the music industry. It allows an artist or band to enhance the quality of their song and thus, the lyrics within it. Music videos allow the artist to show off their skills, as well as allowing an audience to discover the appearance of the artist and acknowledge their personality as an artist. In modern society, music videos are becoming more and more narrative based, whereas in history, music videos were more performance based. While this could be because of the changing nature of music, it could also be because of the influence of channels such as MTV. MTV is the number one music channel that broadcasts music videos.
Seeing the music video can also help viewers relate to what the lyrics are saying, as well as the story that goes with it. There are several controversies that are attached to music videos, with some saying that it takes away the quality of the song, because you are distracted by the music video, and so therefore your attention is drawn away from the lyrics. However, others say that the music video works well with the lyrics to create a story that is communicated to the audience. Nowadays, it is expected of an artist to release a music video upon a song's release, proving that the audiences expectations of artists have increased due to the demand of music videos. Because of this, in modern society, music videos are used as a promo for the actual song. For example, Justin Bieber's 'Boyfriend' music video released several 'teaser' trailers to build up the anticipation for the video, as the song was out beforehand. It is used as a marketing device to help create exictement surrounding a song.
The main broadcaster of music videos alongside MTV is the website YouTube. Launched in 2005, it has almost every music video available, unless it is censored due to copyright reasons or explicit content- this varies in what country you are in. YouTube works alongside VEVO- a broadcasting channel that is available to mainstream and non mainstream artists. To conclude, releasing a music video is widely important to the music industry, because it's seen as the main marketing strategy now, bringing in huge profits for directors, music producers and artists worldwide.
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